Jalebi: A Contemporary Ice Cream Brand with a Desi Twist

Bringing the Flavors of India to the Ice Cream Market

Jalebi Times is not your ordinary ice cream brand. It is a contemporary brand that embodies the traditional sweets of India in its ice cream flavors. The visual style of Jalebi Times is unique, drawing inspiration from the street hawker-style of selling sweets. This unique approach thrills the audience and brings a "desi" feeling to the brand.

All the graphics for Jalebi Times were meticulously created in Adobe Illustrator. The visual styles have been printed on different collaterals to give a cohesive look and feel. To express the layering of cultures, the menu card has been designed in layers, with the front-most part made of a translucent sheet.

The brand identity of Jalebi Times extends beyond just packaging. The goal is to develop a friendship between the brand and the audience over time. Jalebi Times provides masks and bags for people to carry the essence of the brand beyond just ice cream, sparking popularity among the audience.

The project started in September 15 as a part of a college project and was finished on October 3rd. The design team conducted extensive research on the target audience, millennials living in India who are bored of existing ice cream flavors and are looking for something experimental. By fusing authentic Indian sweets with ice cream, Jalebi Times offers a unique and different experience.

The design process for Jalebi Times faced several challenges. The goal was to give a street vibe and convey the message and experience in a whole new world. Understanding the customers' mindsets and coming up with a story that makes them nostalgic about street food was a challenge. However, through the design process, the team was able to create a journey that perfectly conveys the emotional message.

Jalebi's identity is designed to articulate the unique street hawker personality and a brand identity system that works across different collaterals. The logo, inspired by the alphabet J and the swirling of taste buds while having ice cream, captures the essence of the brand. The tone of voice and use of typography play with the desi feeling in a contemporary way, sparking nostalgia. The color scheme and contrast in the design stand out in the already crowded ice cream marketplace. Each ice cream scoop is presented on the packaging of different flavors, enticing people to fall in love with Jalebi Times.

Jalebi Times has been recognized for its exceptional design. It was awarded the Iron A' Design Award in 2022 in the Graphics, Illustration, and Visual Communication Design category. This award is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. Jalebi Times is respected for integrating industry best practices and competent technical characteristics, providing fulfillment and positive feelings, and contributing to a better world.