Jalebi Identitas Merek by Raageshwari Kandaswamy

Jalebi Identitas Merek by Raageshwari Kandaswamy is a highly esteemed winner of the very prestigious 2022 A' Design Award Beusi in Grafis Competition Category.

BeusiGrafis· 2022

Jalebi Identitas Merek

by Raageshwari Kandaswamy

Client: MIT Institute of Design

A' Design Award Beusi Winner in Grafis Category

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Verified Award Winner

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Colors

The Design

About Jalebi Identitas Merek

Jalebi mangrupa identitas merek pikeun merek és krim kontemporer. Rasa és krimna dumasar kana kadaharan amis tradisional India. Gaya visualna nujul kana padagang jalanan anu ngajual kadaharan amis jeung asin anu dibungkus koran. Logona digambar tina hurup J jeung tina liuk jalebi. Tipografi, warna, sarta kontras méré karakter idéntitas anu akrab tapi tetep modérn. Idéntitasna diterapkeun kana gelas, kartu menu, kantong, jeung masker pikeun tampilan anu konsistén. Kartu menuna dijieun tina sababaraha lapisan, sarta lapisan hareupna mangrupa lambar transparan anu ngagambarkeun campuran budaya.

The Recognition

About the A' Design Award Beusi

Jalebi Identitas Merek mangrupa juara A' Design Award Beusi, pangakuan anu bergengsi anu dipasihkeun ka desain alus anu minuhan sarat profésional jeung industri anu diharepkeun tina kréasi anu dirarancang alus. Para juara Beusi nunjukkeun kaahlian anu hébat, spésialisasi anu luhur, pamahaman ahli jeung kamampuh kréatif para kréatorna. Jalebi Identitas Merek diharepkeun jadi kréasi anu dihargaan, dikagumi jeung dipikanyaah anu praktis jeung inovatif. Desain juara A' Design Award Beusi ieu ngalebetkeun prakték pangalusna industri sarta ngabogaan ciri téknis anu mampuh pakait jeung pangweruh praktis jeung bakat. Jalebi Identitas Merek dihormat pikeun katelitianana sarta dirarancang pikeun méré paningkatan kualitas hirup anu mantuan ngajadikeun dunya tempat nu leuwih hadé.

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.