Jaali Bean: Transforming Indian Cuisine into Art

A Contemporary Package Design Inspired by Accessible India

Jaali Bean, a brand that aims to make Indian cuisine accessible to a wider audience, has partnered with design firm Kaleidoscope to create a contemporary package design that reflects the essence of Accessible India. The brand strategy behind Jaali Bean is to offer a range of Indian lentil products that are not only delicious but also easy to prepare.

The design team at Kaleidoscope drew inspiration from the rich heritage of Indian cuisine and the vibrant flavors it offers. The brand essence of Accessible India guided the design process, resulting in a package design that is both visually appealing and informative.

Utilizing a contemporary color palette, the packaging graphics convey freshness and homemade goodness. The rich textured background and sophisticated details create a distinct design that stands out on the shelves. The team also focused on creating structure choices that are spoonable and provide enough servings in one jar for multiple meals.

One of the creative challenges faced by the design team was coming up with product names that accurately represented the flavor profiles of each Jaali Bean product. To overcome this challenge, the team tasted the products and wrote down descriptive words that captured the essence of the flavors. This approach ensured that the language and imagery used in the design effectively conveyed the taste experience to the consumers.

The Jaali Bean package design project was a collaborative effort between the lead designer, Steve Todesco, creative director Bill Harper, and strategic director Carrie Mapes. The project started in February 2011 in Chicago, IL, and has since seen the launch of the Indian Dal product in November 2011 and the Lentil Kits in March 2012. The Lentil Kits are now available in 15 states across the US.

The unique properties of the Jaali Bean package design, combined with its focus on accessibility and flavor, have garnered recognition in the design community. In 2013, the design was awarded the prestigious Silver A' Design Award in the Graphics, Illustration, and Visual Communication Design category. This award recognizes the outstanding expertise and innovation demonstrated by the Jaali Bean package design, which has successfully introduced positive feelings, amazement, and wonder to consumers.

Jaali Bean's commitment to making Indian cuisine accessible and its dedication to creating a visually stunning package design have made it a standout brand in the market. With its transformative approach and focus on flavor, Jaali Bean is redefining the way people experience Indian cuisine.