Raageshwari Kandaswamy ᱨᱮᱱᱟᱜ Jalebi ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2022 A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱞᱚᱦᱟᱜᱨᱟᱯᱷᱤᱠ· 2022
Jalebi ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ
Raageshwari Kandaswamy ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: MIT Institute of Design
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
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Jalebi ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱡᱚᱞᱮᱵᱤ ᱫᱚ ᱢᱤᱡᱽ ᱚᱠᱛᱳ ᱟᱭᱥ ᱠᱨᱤᱢ ᱵᱨᱟᱸᱰ ᱨᱮᱭᱟᱜ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫ ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱠᱟᱱᱟ । ᱟᱭᱥ ᱠᱨᱤᱢ ᱨᱮᱭᱟᱜ ᱯᱷᱞᱮᱵᱷᱚᱨ ᱠᱚ ᱫᱚ ᱯᱟᱨᱚᱢ ᱤᱱᱰᱤᱭᱟ ᱨᱮᱭᱟᱜ ᱢᱤᱛᱷᱟᱭ ᱠᱚ ᱛᱟᱦᱮᱸᱸᱠᱟᱛᱮ ᱵᱚᱱᱰᱚ ᱨᱮ ᱡᱚᱦᱚᱠᱟᱱᱟ । ᱴᱷᱮᱱ ᱴᱷᱮᱱᱟᱜ ᱩᱫᱩᱜ ᱠᱟᱛᱷᱟ ᱫᱚ ᱨᱟᱥᱛᱟ ᱨᱮᱭᱟᱜ ᱵᱮᱯᱟᱨᱤ ᱠᱚ, ᱚᱠᱟᱠᱚ ᱢᱤᱛᱷᱟᱭ ᱟᱨ ᱱᱚᱱᱠᱤᱱ ᱠᱷᱟᱵᱚᱨ ᱴᱷᱟᱶᱠᱟᱱ ᱨᱮ ᱵᱚᱸᱫᱳ ᱠᱟᱛᱮ ᱟᱠᱷᱨᱟ ᱠᱟᱛᱮ ᱟᱠᱷᱨᱟ ᱠᱟᱱᱟ, ᱩᱱᱠᱩ ᱠᱷᱚᱱ ᱡᱚᱛᱚ ᱠᱟᱱᱟ । ᱞᱚᱜᱳ ᱫᱚ J ᱠᱟᱭᱫᱟ ᱟᱨ ᱡᱚᱞᱮᱵᱤ ᱨᱮᱭᱟᱜ ᱜᱷᱩᱨᱟᱭ ᱠᱷᱚᱱ ᱮᱴᱠᱟᱭ ᱠᱟᱱᱟ । ᱴᱟᱭᱯᱳᱜᱨᱟᱯᱷᱤ, ᱨᱚᱸᱜ ᱟᱨ ᱠᱚᱱᱴᱨᱟᱥᱴ ᱠᱚ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱨᱮ ᱢᱤᱫ ᱯᱟᱨᱤᱪᱤᱛ ᱚᱱᱟ ᱦᱟᱛᱮ ᱛᱮ ᱴᱷᱤᱠ ᱟᱨ ᱟᱰᱤ ᱱᱚᱸᱰᱮ ᱞᱮᱠᱟᱠᱟᱱ ᱠᱟᱨᱟᱠᱴᱚᱨ ᱮᱢᱟᱜ ᱠᱟᱱᱟ । ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱫᱚ ᱠᱚᱯ ᱠᱚ, ᱢᱮᱱᱩ ᱠᱟᱨᱰ ᱠᱚ, ᱛᱷᱮᱞᱟ ᱠᱚ ᱟᱨ ᱢᱩᱠᱷᱚᱴᱟ ᱠᱚ ᱨᱮ ᱵᱮᱵᱚᱦᱟᱨ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱠᱷᱚᱱ ᱢᱤᱫ ᱴᱷᱤᱠᱟᱹ ᱟᱨ ᱢᱤᱫ ᱞᱮᱠᱟ ᱦᱟᱛᱟᱣ ᱮᱢᱟᱜᱼᱟ । ᱢᱮᱱᱩ ᱠᱟᱨᱰ ᱫᱚ ᱞᱮᱠᱟᱫ ᱞᱮᱠᱟᱫ ᱛᱮ ᱛᱮᱭᱟᱨ ᱦᱩᱭᱮᱱᱟ, ᱟᱨ ᱛᱟᱭᱚᱢ ᱞᱮᱠᱟᱫ ᱫᱚ ᱢᱤᱫ ᱢᱟᱨᱥᱟᱞ ᱮᱴᱚᱦᱚᱵ ᱟᱠᱟᱱ ᱪᱟᱫᱟᱨ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱰᱟᱶ ᱰᱟᱶ ᱥᱚᱸᱥᱠᱟᱨ ᱠᱚᱨᱮᱭᱟᱜ ᱢᱤᱫᱛᱟᱸ ᱦᱩᱭᱩᱜ ᱠᱟᱛᱷᱟ ᱩᱫᱩᱜ ᱠᱟᱛᱮ ᱟᱠᱟᱱᱟ ।
ᱢᱟᱱᱟᱱ
A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Jalebi ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱫᱚ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Jalebi ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Ice cream cup : 13 cm * 17 cm
Menu card : 28.5 cm * 15 cm - ᱴᱮᱜ ᱠᱚ
- Brand Identity, Logo, Identity Design, Ice cream
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- 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.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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. - ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in September 15 as a part of college project and finished in October 3rd.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
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