Jalebi Faailoga o Fa'atauga by Raageshwari Kandaswamy

Jalebi Faailoga o Fa'atauga by Raageshwari Kandaswamy is a highly esteemed winner of the very prestigious 2022 A' Design Award Uʻamea in Mamanu Ata Fa'atusa Competition Category.

UʻameaAta Fa'atusa· 2022

Jalebi Faailoga o Fa'atauga

by Raageshwari Kandaswamy

Client: MIT Institute of Design

A' Design Award Uʻamea Winner in Ata Fa'atusa Category

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Verified Award Winner

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Colors

The Design

About Jalebi Faailoga o Fa'atauga

O Jalebi ose faailoga fa'atauga mo se faailoga aisakulimi fa'aonapo nei. O tofo aisakulimi e fa'avae i suamalie masani a Initia. O le sitaili va'aia e fa'atatau i tagata fa'atau i luga o auala e fa'atau atu suamalie ma mea'ai i totonu o pepa nusipepa. O le logo ua tusia mai le mataitusi J ma le fa'ata'amilomilo o se jalebi. O le fa'asologa o mataitusi, lanu ma le fa'aeseesega e maua ai i le faailoga se uiga masani ae fa'aonaponei foi. O le faailoga ua fa'aaogaina i ipu, kata o meaai, taga ma pulou ufimata ina ia iai se foliga tutusa. O le kata o meaai ua fausia i vaega eseese, ma o le vaega pito i luma o se laulau manifinifi e fa'aalia ai le fefiloi o aganu'u.

The Recognition

About the A' Design Award Uʻamea

O le A' Design Award Uʻamea na manumalo ai Jalebi Faailoga o Fa'atauga, o se faamaoniga mamalu e tuuina atu i mamanu lelei e faataunuu ai manaʻoga faapolofesa ma pisinisi e faamoemoeina mai galuega ua mamanuina lelei. O ē manumalo i le Uʻamea e faaalia ai le tomai tele, le faapitoa maualuga, le malamalama o tagata poto ma le mafai fatufatuaʻi o ē na faia. E faamoemoeina Jalebi Faailoga o Fa'atauga e avea ma mea ua matuā vivii, mataʻina ma pelepelea e aogā ma fou. O lenei mamanu na manumalo i le A' Design Award Uʻamea e tuufaatasia ai faiga sili o le pisinisi ma e iai uiga faatekonolosi mafai ua fesoʻotaʻi ma le poto ma le taleni. Ona o lona faatuatuaina, e tatau ai Jalebi Faailoga o Fa'atauga ona faaaloalogia ma ua mamanuina e tuuina mai ai faaleleiga o le olaga e fesoasoani e faia ai e le lalolagi se nofoaga e sili atu ona lelei.

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.