Jalebi Times
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.
Jalebi Times Brand Identity by Raageshwari Kandaswamy has been identified as an innovative representation of communication design by the A' Design Award & Competition. Jalebi Times Brand Identity won the Iron A' Design Award in Graphics, Illustration and Visual Communication Design in 2022. The A' Graphics, Illustration and Visual Communication Design Award is an international, juried, academic and meritocratic design recognition program which celebrates outstanding design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.
