Jalebi Times Brand Identity

Graphic Design Award Winner.
Awarded for Good Graphics, Illustration and Visual Communication Design.

Jalebi Times Brand Identity
by Raageshwari Kandaswamy

Awarded April 15, 2022
CLIENT: MIT Institute of Design
12.495

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.

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