Thandi Yaadein
Jainisha vira
ArtCenter College of Design
Thandi Yaadein, meaning “cool memories” in Hindi, is a conceptual Indian dessert brand rooted in nostalgia, home, and remembrance. Inspired by the bold colors, expressive typography, and storytelling of Indian truck art, the identity celebrates fruits predominantly grown in India, with each flavor informing its color palette, custom illustrations, and alliterative name. The packaging extends the brand experience through playful interactions. Ice cream labels use thermochromic ink: as the tub warms, the gray lettering gradually disappears, signaling that the ice cream is beginning to melt. For the kulfi, perforations allow the package to tear and form a bowl-like shape that catches the melting dessert.