Jalebi Umumaro w'Ibanze: Ikimenyetso cy'Ikirango by Raageshwari Kandaswamy

Jalebi Umumaro w'Ibanze: Ikimenyetso cy'Ikirango by Raageshwari Kandaswamy is a highly esteemed winner of the very prestigious 2022 Igihembo cya A' Design Award cy'icyuma in Igishushanyo cy'Amashusho Competition Category.

IcyumaAmashusho· 2022

Jalebi Umumaro w'Ibanze: Ikimenyetso cy'Ikirango

by Raageshwari Kandaswamy

Client: MIT Institute of Design

Igihembo cya A' Design Award cy'icyuma Winner in Amashusho Category

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The Design

About Jalebi Umumaro w'Ibanze: Ikimenyetso cy'Ikirango

Umwandiko w'Igitabo: Jalebi ni ikimenyetso cy'ikirango cy'ikirango gishya cya ice cream. Uburyohe bwa ice cream bushingiye ku bibindi by'ibiryo biryoshye byo mu Buhinde gakondo. Imiterere y'ijisho ikurikije abacuruzi bo mu muhanda bacuruza ibiryo biryoshye n'ibindi bipfunyitse mu binyamakuru. Ikirango cyakozwe hifashishijwe inyuguti J ndetse n'imizingire ya jalebi. Imiterere y'inyandiko, amabara n'itandukaniro biha ikimenyetso imiterere izwi ariko ya kijyambere. Iki kimenyetso cyakoreshejwe ku bikombe, amakarita y'ibiribwa, amasashe n'udupfukamunwa kugira ngo habeho isura ihuriweho na byose. Ikarita y'ibiribwa yubatswe mu bice byinshi bishyizwe hejuru y'ibindi, kandi urubaho rw'imbere ni urwuzuye ariko rurabona urumuri, rugaragaza guhuza kw'imico itandukanye.

The Recognition

About the Igihembo cya A' Design Award cy'icyuma

Jalebi Umumaro w'Ibanze: Ikimenyetso cy'Ikirango ni uwegukanye Igihembo cya A' Design Award cy'icyuma, ishimwe ry'agaciro ritangwa ku bishushanyo byiza bihuza ibyo umwuga n'inganda bikeneye ku bihangano byashushanyijwe neza. Abegukanye icyuma bagaragaza ubuhanga bukomeye, ubumenyi bwihariye, imyumvire y'inzobere n'ubushobozi bwo guhanga bw'ababikoze. Jalebi Umumaro w'Ibanze: Ikimenyetso cy'Ikirango biteganyijwe ko izaba igihangano cyubahwa, gishimwa kandi gikundwa, gifatika kandi gifite udushya. Iki gishushanyo cyegukanye icyuma gihuza uburyo bwiza bukoreshwa mu nganda kandi gifite ibiranga bya tekiniki bifite ubushobozi, bifatanye n'ubumenyi n'impano. Jalebi Umumaro w'Ibanze: Ikimenyetso cy'Ikirango yubahwa kubera gukora neza, kandi yashushanyijwe kugira ngo inoze ubuzima, ifashe gutuma isi iba nziza.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Jalebi Times is a contemporary ice cream brand. The ice cream flavors embody the traditional sweets from India. The visual style is unique through the street hawker-style, which thrills the audience. The scoops of design bring a "desi" feeling.
Dimensions & Packaging: Ice cream cup : 13 cm * 17 cm
Menu card : 28.5 cm * 15 cm
Tags: Brand Identity, Logo, Identity Design, Ice cream
Production Technology: All the graphics were made in Adobe Illustrator. The visual styles have been printed on different collaterals to give a cohesive look. To express the layering of cultures, the menu card has been designed in layers. The front-most part of the menu card is made of a translucent sheet.
Design Challenge: The project had a goal of giving a street vibe and conveying the message and experience in a whole new world. In this case, the challenge was to understand customers' mindsets and coming up with a story that makes them nostalgic about street food. With the help of the Design process, we came up with a journey that perfectly conveys the emotional message.
Research: Target audience, millennials living in India are bored of existing Ice cream flavours. They are experimental and wish to try fusion in cuisine. India, having a broad and diverse cultural landscape can join hands with Indian sweet flavours to give kick to tastebuds.

The experience is our objective.By tasting our ice-creams, one could feel a sense of astonishment by relating to familiarity.Just like how sweets in India is considered an art,our brand not just sells ice creams, but
also builds experience and craft.

“Twist to your taste” is our USP.The fusion of authentic Indian sweets with ice cream
makes us unique and different from rest.The contemperory ethnic flavors take a special place in your heart.
Inspiration: The concept of Jalebi Times is crafted from my love for Indian flavors and fusion for cultures in India. The packaging design is inspired by street hawkers of Indian streets who sell sweets and savories in newspapers. At Jalebi Times, we understand customers' taste palettes and cravings for new flavors.
Project Duration: The project started in September 15 as a part of college project and finished in October 3rd.
Operation Flow: The brand identity has been extended across packaging so the audience develops a friendship with the brand over a period of time. The brand provides masks and bags for people to carry the essence of the brand beyond ice cream that sparks popularity among the audience.