Jalebi

Brand Identity for MIT Institute of Design

Jalebi's identity is designed that articulates the unique street hawker personality and a brand identity system that could work across different collaterals. The logo is inspired by the alphabet J and how the taste buds swirl while having the ice cream. The tone of voice and use of typography plays with the desi feeling in a contemporary way that sparks nostalgia. The color scheme and contrast in the design stand out in the already crowded place of ice cream marketplace. Each ice cream scoop is presented on the packaging of different flavors that gives the kick for people to fall in love.

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Jalebi Times by Raageshwari Kandaswamy

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Brand Identity by Raageshwari Kandaswamy

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Raageshwari Kandaswamy Jalebi Times

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Raageshwari Kandaswamy Brand Identity

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MIT Institute of DesignBrand Logo

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Jalebi Brand Identity Press Releases

Press resources for Jalebi are offered in several languages: English.

Jalebi Brand Identity Media Articles

Ready for your features: articles on Jalebi in various languages, including Spanish, English, German, French, Portuguese, Dutch, Korean, Japanese, Russian, Hindi, Turkish, Arabic (Standard), Indonesian, Chinese (Mandarin) and Italian.

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.

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.

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.

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 Overview

Jalebi Brand Identity has been a Iron winner in the Graphics, Illustration and Visual Communication Design award category in the year 2021 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.

Image Credits

For design images and photos please credit Raageshwari Kandaswamy.

Iron Recognition

Raageshwari Kandaswamy was recognized with the coveted Iron A' Design Award in 2022, a testament to excellence of their work Jalebi Brand Identity.

Raageshwari Kandaswamy Press Releases

Discover Raageshwari Kandaswamy's journey through our press releases, available for all press members and journalists to use without restrictions. Journalists, gain instant access to 1 press releases today.

Introducing Jalebi: A Contemporary Brand Identity for Ice Cream with Indian Flavors

Raageshwari Kandaswamy Unveils Unique Brand Identity Design Inspired by Indian Street Hawkers

Raageshwari Kandaswamy Newsroom

Step into Raageshwari Kandaswamy Newsroom for a showcase of exemplary design and recognized projects.