Jalebi Chiratidzo cheBhurendi by Raageshwari Kandaswamy

Jalebi Chiratidzo cheBhurendi by Raageshwari Kandaswamy is a highly esteemed winner of the very prestigious 2022 Mubairo weSimbi we A' Design Award in Girafiki, Mifananidzo neKutaurirana kweMeso Competition Category.

SimbiGirafiki· 2022

Jalebi Chiratidzo cheBhurendi

by Raageshwari Kandaswamy

Client: MIT Institute of Design

Mubairo weSimbi we A' Design Award Winner in Girafiki Category

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Colors

The Design

About Jalebi Chiratidzo cheBhurendi

Jalebi ndicho chiratidzo cheBhurendi yeaisikirimu yemazuva ano. Zvinonhuwira zveaisikirimu zvakavakirwa pazvinyoro-nyoro zvechinyakare zveIndia. Chimiro chinoratidzwa chinotorwa kubva kuvatengesi vari mumigwagwa vanotengesa zvinyoro-nyoro nezvokudya zvakaputirwa mumapepanhau. Rogo yakagadzirwa kubva pachimiro chetsamba J uye kubva pakupombera kwejalebi. Mavara, mavara-ruvara uye kusiyana kwazvo zvinopa chiratidzo hunhu hunozivikanwa asi hwemazuva ano. Chiratidzo chinoshandiswa pamakapu, makadhi emenyu, mabhegi uye mask kuti chive chimwe chiratidzo chakaenzana. Kadhi remenyu rakavakwa nemipendero yakati wandei, uye mupendero wepamberi ndewejira rinoonekera riri kuratidza kusanganiswa kwetsika dzakasiyana.

The Recognition

About the Mubairo weSimbi we A' Design Award

Mubairo weSimbi we A' Design Award wakahwinwa ne Jalebi Chiratidzo cheBhurendi, rukudzo runokudzwa runopiwa kumadhizaini akanaka anozadzisa zvinodiwa zvehunyanzvi neyeindasitiri zvinotarisirwa kuzvigadzirwa zvakagadzirwa zvakanaka. Vakunda veSimbi vanoratidza unyanzvi hukuru, hunyanzvi hwakakwirira, kunzwisisa kwevakachenjera uye kugona kwekugadzira kwevagadziri vavo. Jalebi Chiratidzo cheBhurendi inotarisirwa kuva chigadzirwa chinokudzwa zvakanyanya, chinoremekedzwa uye chinodiwa, chinoshanda uye chine zvitsva. Dhizaini iyi yakahwina Mubairo weSimbi we A' Design Award inosanganisa maitiro akanakisa eindasitiri uye ine hunhu hwetekinoroji hwakakwana hwakabatana neruzivo nehunyanzvi. Nekushanda kwayo zvakanaka, Jalebi Chiratidzo cheBhurendi inoremekedzwa uye yakagadzirirwa kupa kuvandudzwa kwehupenyu kunobatsira kuita kuti nyika ive nzvimbo iri nani.

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.