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

Raageshwari Kandaswamy introduces "Jalebi," a contemporary brand identity for an ice cream line that embodies the traditional sweets of India, inspired by the street hawkers of Indian streets. The design reflects a fusion of Indian flavors and cultures, aiming to thrill the audience with a unique visual style that brings a "desi" feeling to the ice cream experience.

The packaging design draws inspiration from the street hawkers of Indian streets who sell sweets and savories in newspapers, creating a nostalgic and immersive experience for customers. The brand extends its identity across various collaterals, aiming to build a lasting connection with the audience beyond the realm of ice cream.

The project, initiated on September 15 as a college project, culminated on October 3rd, showcasing the culmination of extensive research and creative challenges overcome by the designer.

All the graphics for Jalebi were meticulously crafted using Adobe Illustrator, and the visual styles have been printed on different collaterals to provide a cohesive look. The menu card, designed in layers to express the layering of cultures, features a front-most part made of a translucent sheet, adding a touch of uniqueness to the overall presentation.

The ice cream flavors offered by Jalebi Times are designed to resonate with the traditional sweets from India, offering a unique twist to the taste buds of the audience. The fusion of authentic Indian sweets with ice cream sets the brand apart, offering a contemporary take on ethnic flavors that captivate the heart.

The brand identity extends beyond the realm of ice cream, providing masks and bags for customers to carry the essence of the brand, sparking popularity and a sense of belonging among the audience.

Targeting millennials in India, the brand aims to cater to an audience that craves new and experimental flavors, leveraging the diverse cultural landscape of India to create a fusion that tantalizes the taste buds. The brand's objective is to offer an experiential journey, evoking a sense of familiarity and astonishment through the consumption of its ice creams.

The design challenges were overcome through a deep understanding of customers' mindsets, resulting in a story that evokes nostalgia and emotional connection with street food. The brand's logo, inspired by the alphabet "J," and the use of typography and color scheme play with the desi feeling in a contemporary way, standing out in the crowded ice cream marketplace.

Raageshwari Kandaswamy, the creative force behind Jalebi, is a graphic designer pursuing a Bachelor's in Graphic Design at MIT Institute of Design. Passionate about creating unique brand marks, she is known for her keen observation, deep thinking, and problem-solving skills. Her love for Indian culture and nature has greatly influenced her design approach, and she is dedicated to making a positive impact on the rural communities of India.

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