Derrick Lin

Global

Designed by Kaleidoscope, United States.

The Jaali Bean line makes Indian-inspired recipes accessible to consumers seeking new and unique flavors. The brand name was inspired by the transformative idea behind the Hindi word jaali. The idea that taking something hard – like preparing a homemade Indian meal – and transforming it into something beautiful, flavorful and intriguing is what makes Jaali Bean special. The design goal behind the project was to create a modern and approachable Indian brand.

The packaging graphics are influenced by Indian culture in a sophisticated, yet playful way. The design is approachable and the contemporary color palette is rich in texture and modern appeal, while the lentil and spoon graphics speak to authenticity, flavor and quality.

The structural elements convey the honesty and transparency of the product and ingredients. The jar chosen for Jaali Bean was selected after careful consideration of how a consumer might use the product. It allows for multiple servings in one jar, and the wide opening makes it easy for consumers to spoon product for serving. The lentil kits feature a strategically placed die cut to highlight the beautiful raw spices and reinforces the all-natural, healthy ingredients.