Nestle Mr. Banana Pecynnu Hufen Iâ by Blackandgold Shanghai

Nestle Mr. Banana Pecynnu Hufen Iâ by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Gwobr Haearn A' Design Award in Dylunio Pecynnu Competition Category.

HaearnPecynnu· 2022

Nestle Mr. Banana Pecynnu Hufen Iâ

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

Gwobr Haearn A' Design Award Winner in Pecynnu 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 Pecynnu Hufen Iâ

Mae Mr. Banana yn ddyluniad pecynnu a grëwyd ar gyfer cynnyrch hufen iâ a werthir yn Tsieina. Mae'r dyluniad yn dychwelyd brand treftadaeth i'r farchnad gyda hunaniaeth weledol newydd sy'n seiliedig ar gerddoriaeth rap yn hytrach na cherddoriaeth roc. Argraffir pâr mawr o sbectols haul ar bob pecyn, fel bod y cynnyrch yn sefyll allan y tu mewn i gabinetau rhewgell prysur. Mae naw fersiwn o sbectols haul yn cario ymadroddion gwahanol, gan ganiatáu i ddefnyddwyr ddewis pecyn sy'n cyd-fynd â'u personoliaeth neu gasglu pob un ohonynt. Lapiwyd yr hufen iâ mewn ffoil alwminiwm, a gwneir y bocs allanol o bapur ecogyfeillgar gyda logo wedi'i stampio mewn aur.

The Recognition

About the Gwobr Haearn A' Design Award

Mae Nestle Mr. Banana Pecynnu Hufen Iâ yn enillydd Gwobr Haearn A' Design Award, cydnabyddiaeth fawreddog a roddir i ddyluniadau da sydd yn bodloni'r gofynion proffesiynol a diwydiannol a ddisgwylir gan greadigaethau wedi'u dylunio'n dda. Mae enillwyr Haearn yn dangos medrusrwydd mawr, arbenigedd uchel, dealltwriaeth arbenigol a gallu creadigol eu crewyr. Disgwylir i Nestle Mr. Banana Pecynnu Hufen Iâ fod yn greadigaeth uchel ei bri, a edmygir ac a anwylir, sydd yn ymarferol ac yn arloesol. Mae'r dyluniad buddugol hwn o Wobr Haearn A' Design Award yn integreiddio arferion gorau'r diwydiant ac mae ganddo nodweddion technegol cymwys wedi'u cysylltu â gwybodaeth ymarferol a dawn. Parchir Nestle Mr. Banana Pecynnu Hufen Iâ am ei drylwyredd ac fe'i dyluniwyd i ddarparu gwelliannau ansawdd bywyd sydd yn helpu i wneud y byd yn lle gwell.

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.