Iron Graphics, Illustration and Visual Communication Design · 2022
Jalebi Brand Identity
- A' Design Award 2022 Iron Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2022
- CLIENT: MIT Institute of Design
- Estimated Number of Design Views: 12,656
- Verification code 25B2BD00BE · Verify this award
About Jalebi Brand Identity
Jalebi is a brand identity for a contemporary ice cream brand. The ice cream flavors are based on traditional Indian sweets. The visual style refers to street hawkers who sell sweets and savories wrapped in newspaper. The logo is drawn from the letter J and from the swirl of a jalebi. Typography, color and contrast give the identity a familiar yet modern character. The identity is applied to cups, menu cards, bags and masks for a consistent look. The menu card is built in layers, and the front layer is a translucent sheet that expresses the mixing of cultures.
Press Kit
- 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.
- 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.