Nestle Mr. Banana Funzione Primaria: Imballaggiu per Gelatu by Blackandgold Shanghai

Nestle Mr. Banana Funzione Primaria: Imballaggiu per Gelatu by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award di Ferru in Disignu di Imballaghju Competition Category.

FerruImballaghju· 2022

Nestle Mr. Banana Funzione Primaria: Imballaggiu per Gelatu

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award di Ferru Winner in Imballaghju Category

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Verified Award Winner

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The Design

About Nestle Mr. Banana Funzione Primaria: Imballaggiu per Gelatu

Testu di u Libru: Signor Banana hè un disegnu d'imballaggiu creatu per un pruduttu di gelatu vendutu in Cina. U disegnu fa ritornà una marca patrimuniale nant'à u mercatu cù una nova identità visuale basata annantu à a musica rap piuttostu chè a musica rock. Un gran paru di ochjali di sole hè stampatu nant'à ogni imballaggiu, cusì chì u pruduttu si distingue à mezu à i mobili frigurifichi carichi. Nove versioni d'ochjali di sole portanu frasi diverse, permettendu à i cunsumatori di sceglie un imballaggiu chì currisponde à a so persunalità o di cullezziunà li tutti. U gelatu hè imbulicatu in fogliu d'aluminiu, è a scatula esterna hè fatta di carta ecu-rispettosa cù un logu stampatu in oru.

The Recognition

About the A' Design Award di Ferru

Nestle Mr. Banana Funzione Primaria: Imballaggiu per Gelatu hè un vincitore di u premiu A' Design Award di Ferru, una ricunniscenza prestigiosa attribuita à i boni disegni chì rispondenu à i requisiti prufessiunali è industriali aspettati da creazioni ben cuncipite. I vincitori di Ferru dimustranu una grande abilità, una alta specializazione, una cumpresa esperta è a capacità creativa di i so creatori. Si aspetta chì Nestle Mr. Banana Funzione Primaria: Imballaggiu per Gelatu sia una creazione assai apprezzata, ammirata è cara chì hè pratica è innuvatrice. Stu disegnu vincitore di u premiu A' Design Award di Ferru integra e migliori pratiche di u settore è hà caratteristiche tecniche cumpetenti ligate à u sapè fà è à u talentu. Nestle Mr. Banana Funzione Primaria: Imballaggiu per Gelatu hè rispettatu per a so meticulosità è hè cuncipitu per furnisce miglioramenti di a qualità di a vita chì aiutanu à fà di u mondu un locu megliu.

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.