Nestle Ice Cream

Nestle Ice Cream
by Blackandgold Design (Shanghai) Co., Ltd.

• Awarded April 15, 2022
• CLIENT: Nestle (China) Ltd.
• 5.527

Mr. Banana is coming back after retreating from market for over 10 years. The new design alters its way of expression from Rock to Rap to attract young consumers. A pair of sunglasses becomes the visual hammer for packaging and creates a powerful impact in fridge. There are different phrases, one character of which is replaced with the homophone Jiao (meaning banana in Chinese), on each packaging to resonate variant consumers' attitudes towards life. Ideally, consumers can select the packaging, hold it, take selfie and upload it to social media to create a social buzz.