Nestle Mr. Banana تغليف الآيس كريم by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 جائزة A' Design Award الحديدية in تصميم التغليف Competition Category.
حديدالتغليف· 2022
Nestle Mr. Banana تغليف الآيس كريم
Client: Nestle (China) Ltd.
جائزة A' Design Award الحديدية Winner in التغليف Category
Verified Award Winner
Verify Award Status for #128449The Design
About Nestle Mr. Banana تغليف الآيس كريم
"مستر بنانا" هو تصميم تغليف ابتُكر لمنتج آيس كريم يُباع في الصين. يعيد التصميم علامة تجارية عريقة إلى السوق بهوية بصرية جديدة مستوحاة من موسيقى الراب بدلاً من موسيقى الروك. يُطبع على كل عبوة زوج كبير من النظارات الشمسية، ما يجعل المنتج يبرز وسط ازدحام واجهات الثلاجات. وتحمل تسع نسخ من النظارات الشمسية عبارات مختلفة، ما يتيح للمستهلكين اختيار العبوة التي تناسب شخصياتهم أو جمعها كاملة. يُغلَّف الآيس كريم برقائق الألمنيوم، بينما تُصنع العلبة الخارجية من ورق صديق للبيئة مع شعار مطبوع بالتذهيب البارز.
The Recognition
About the جائزة A' Design Award الحديدية
Nestle Mr. Banana تغليف الآيس كريم هو فائز بجائزة A' Design Award الحديدية، وهي تقدير مرموق يُمنح للتصاميم الجيدة التي تلبّي المتطلبات المهنية والصناعية المنتظرة من الإبداعات حسنة التصميم. ويُظهر الفائزون بالحديدية مهارة كبيرة وتخصصًا عاليًا وفهمًا خبيرًا وقدرة إبداعية لدى صنّاعهم. ويُتوقع أن يكون Nestle Mr. Banana تغليف الآيس كريم إبداعًا عالي التقدير ومحل إعجاب وحب، عمليًا ومبتكرًا. وهذا التصميم الفائز بجائزة A' Design Award الحديدية يدمج أفضل ممارسات القطاع، وله خصائص تقنية كفؤة ترتبط بالدراية والموهبة. ويحظى Nestle Mr. Banana تغليف الآيس كريم بالاحترام لدقته، وقد صُمّم لتقديم تحسينات لجودة الحياة تساعد على جعل العالم مكانًا أفضل.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In ice-cream fridges, most packaging present product shot to convey its flavor. Consumers purchase ice-cream based on their taste preference. To make a difference, we enlarged the ice-cream and made the sunglasses become a unique element in the fridge. The sunglasses create an interaction between consumers and packaging. Besides, consumers can hold it, take a selfie and upload to social media since social marketing is a big trend in China.
- Dimensions & Packaging
- Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm - Tags
- Packaging, ice-cream, banana, China, interaction, social media
- Production Technology
- Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo. - Design Challenge
- The main challenge is how to modernize a brand with heritage and make it match the trend today. Consumers like to share the product experience on social media, which leads to the idea of entrusting the packaging with the ability of creating social buzz, which is not often seen in ice-cream category
- Research
- After observing the shopping scenario, the team found out that ice-cream is placed disorderly in the fridge and the environment is dull. It is essential to have something attractive and memorable if Mr.Banana wants to jump out of the shelf. From consumer side, the team also learned that young consumers prefer Hip-Hop rather than Rock n Roll to express their individuality and attitude. So blackandgold went beyond the brief and create something closer to the youth.
- Inspiration
- 20 years ago, Mr.Banana was born a Rockstar. After retreating from market for 10 years, Mr.Banana is coming back. In order to get closer to young consumers, we redefine Mr.Banana as a Rapstar inspired by the rising of Chinese Hip-Hop music shows. Young consumers don't want to be defined, to answer that, blackandgold provides 9 sunglasses with different copy to deliver different personalities. Consumers can choose the one that fit their personalities the most or collect all the packaging.
- Project Duration
- The project started in Aug, 2020 and the product is launched in April, 2021.
- Operation Flow
- The traditional ice-cream packaging communicates the taste. When consumers purchase ice-cream, their buying behavior is based on flavor preference. To stand out among competitors, Mr.Banana uses the packaging to convey different personalities to draw different consumers' attention, which can devote to the popularity on social media eventually.
- Team Members
- Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN - Image Credits
- All photos credits to blackandgold Shanghai, 2021.
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