Jalebi Mosebetsi wa Mantlha: Boitsebiso ba Setshwaotswana by Raageshwari Kandaswamy

Jalebi Mosebetsi wa Mantlha: Boitsebiso ba Setshwaotswana by Raageshwari Kandaswamy is a highly esteemed winner of the very prestigious 2022 Moputso oa Tšepe oa A' Design Award in Moralo wa Dikerafikhe, Ditshwantsho le Puisano ka Pono Competition Category.

TšepeKerafikhe· 2022

Jalebi Mosebetsi wa Mantlha: Boitsebiso ba Setshwaotswana

by Raageshwari Kandaswamy

Client: MIT Institute of Design

Moputso oa Tšepe oa A' Design Award Winner in Kerafikhe Category

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Colors

The Design

About Jalebi Mosebetsi wa Mantlha: Boitsebiso ba Setshwaotswana

Mongolo wa Buka: Jalebi ke boitsebiso ba setshwaotswana bakeng sa brand ya ice cream ya sejwalejwale. Metswako ya ice cream e thehilwe ho dijo tse monate tsa India tsa setso. Setaele sa ponahalo se supa barekisi ba literateng ba rekisang dijo tse monate tse putselletsweng ka koranta. Lego le hlahisitswe ho tswa ho tlhaku J le ho tswa ho ho phetha-phethana ha jalebi. Mongolo, mebala le phapano di fa boitsebiso semelo se tlwaelehileng empa e leng se sejwalejwale. Boitsebiso bo sebediswa ho dinkgho, dikarete tsa menu, mekotla le mask e le hore ponahalo e tshwane ka mehla. Karete ya menu e hahilwe ka maemo a fapaneng, mme maemo a ka pele ke lekgetho le bonesang bonang le hlahisang tlwaelano ya ditso.

The Recognition

About the Moputso oa Tšepe oa A' Design Award

Jalebi Mosebetsi wa Mantlha: Boitsebiso ba Setshwaotswana ke mohapi oa Moputso oa Tšepe oa A' Design Award, kananelo e hlomphehang e fuoang meralo e metle e finyellang litlhoko tsa porofeshenale le tsa indasteri tse lebelletsoeng ho lintho tse hlahisitsoeng tse entsoeng hantle. Bahapi ba Tšepe ba bontša bokhoni bo boholo, bokhethehi bo phahameng, kutloisiso ea litsebi le bokhoni ba boqapi ba baqapi ba bona. Jalebi Mosebetsi wa Mantlha: Boitsebiso ba Setshwaotswana e lebelletsoe ho ba ntho e hlahisitsoeng e hlomphuoang haholo, e ratoang le e ratehang, e sebetsang le e nang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Tšepe oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa ea indasteri mme o na le litšobotsi tsa theknoloji tse nang le bokhoni tse amanang le tsebo le talenta. Ka lebaka la botlalo ba eona, Jalebi Mosebetsi wa Mantlha: Boitsebiso ba Setshwaotswana e tšoanelehela tlhompho mme e entsoe ho fana ka ntlafatso ea bophelo e thusang ho etsa hore lefatše le be sebaka se molemo.

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.