Jabi Jalebi Shop

Integrated Award — Branding Program & Campaign

Xavier Rafique

Dallas, Texas, USA

The brand identity for JABi Jalebi Shop was inspired by the traditional sweet’s timeless appeal, as it’s enjoyed by all generations and serves to unite the community. The name “Jabi” is derived from the language Panjabi, native to the Punjab region of Pakistan and India. It’s also a shortened form of the name “jalebi,” allowing for memorable brand recognition. The entire branding system includes a bespoke wordmark, custom patterns, product wrapper/box packaging, menus, posters and social media content that aims to give JABi a competitive edge in the North American confectionery market. The goal for the wordmark was to communicate the playful nature of jalebis as well as the positive emotions they evoke from those who enjoy them, a theme that’s also seen throughout the packaging, menu and business cards.