Nestle Mr. Banana Envasat de gelats by Blackandgold Shanghai

Nestle Mr. Banana Envasat de gelats by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award de Ferro in Disseny d'Embalatge Competition Category.

FerroEmbalatge· 2022

Nestle Mr. Banana Envasat de gelats

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award de Ferro Winner in Embalatge Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Nestle Mr. Banana Envasat de gelats

En Mr. Banana és un disseny d'envàs creat per a un producte de gelats venut a la Xina. El disseny recupera una marca amb història en el mercat amb una nova identitat visual basada en la música rap en lloc de la música rock. A cada envàs s'hi imprimeix un gran parell d'ulleres de sol, de manera que el producte destaca dins d'armaris congeladors atapeïts. Nou versions d'ulleres de sol porten frases diferents, cosa que permet als consumidors triar l'envàs que millor s'adapti a la seva personalitat o bé col·leccionar-los tots. El gelat va embolicat en paper d'alumini, i la caixa exterior està feta de paper ecològic amb un logotip estampat en daurat.

The Recognition

About the A' Design Award de Ferro

Nestle Mr. Banana Envasat de gelats és un guanyador del guardó A' Design Award de Ferro, un reconeixement prestigiós concedit a bons dissenys que compleixen els requisits professionals i industrials esperats de creacions ben dissenyades. Els guanyadors de Ferro demostren una gran habilitat, una alta especialització, una comprensió experta i la capacitat creativa dels seus creadors. Es preveu que Nestle Mr. Banana Envasat de gelats sigui una creació molt apreciada, admirada i estimada que és pràctica i innovadora. Aquest disseny guanyador del guardó A' Design Award de Ferro integra les millors pràctiques del sector i té característiques tècniques competents lligades al coneixement i al talent. Nestle Mr. Banana Envasat de gelats és respectat per la seva minuciositat i està pensat per oferir millores en la qualitat de vida que ajuden a fer del món un lloc millor.

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.