Jamoon

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Jamoon *

PROJECT TYPE: Brand Design, Graduate project led by Alex Center

ROLE: Brand Designer

TEAM: Srushti Pokerna, AJ Nielsen, Julia Taylor-Brown, Lynne Rennie, Kunal Khunger

How can we reimagine cultural heritage to invite personal ritual-making?

Context:
Jamoon is a vibrant, non-alcoholic digestif crafted from the revered Indian black plum, a fruit long valued in Ayurvedic tradition for its natural strength and restorative qualities. Bright, refreshing, and rooted in centuries of wellness, a tasting experience both distinct and comfortably familiar. The fruit offers a distinctive flavor profile that blends sweet, tart, and subtly bitter notes for a refreshing, memorable taste. Its mild bitterness lends a gentle puckering finish, while its natural pigments create a striking purple stain on the lips and mouth, adding to its unique sensory appeal.

The Challenge:
How can we build a Gen Z–relevant brand for a traditional Indian ingredient beverage without losing its authentic family roots?

The Opportunity:
Ayurvedic tradition in every sip. Inspired by a family’s enduring story, the brand blends heritage with contemporary life, offering a restorative elixir that turns ancient wisdom into personal, everyday practices.

A Note from the Founder

“Throughout our entire lives, my mother has always been the one taking care of everyone else, never asking for anything in return. My dad and I wanted to change that. To build something that belonged to her. Through much trial and error, we finally centered around the jamun. The bold, tangy fruit widely consumed during Indian summers. It’s more than a product. It’s a gift to my mother for decades of service.”

—Srushti Pokerna

This fruit supports healthy digestion with fiber and astringents, helps balance blood sugar through jamboline, and protects against oxidative stress with powerful antioxidants. The fruit-forward packaging uses bright illustrations to highlight the purity and freshness of its ingredients.