Nestle Mr. Banana Eiscreme-Verpackung by Blackandgold Shanghai

Nestle Mr. Banana Eiscreme-Verpackung by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award in Eisen in Verpackungsdesign Competition Category.

EisenVerpackung· 2022

Nestle Mr. Banana Eiscreme-Verpackung

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award in Eisen Winner in Verpackung Category

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Verified Award Winner

Verify Award Status for #128449

View at A' Design Award Press Release Award Badge

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The Design

About Nestle Mr. Banana Eiscreme-Verpackung

Mr. Banana ist ein Verpackungsdesign für ein in China vertriebenes Eiscreme-Produkt. Der Entwurf führt eine Traditionsmarke mit einer neuen visuellen Identität zurück in den Markt, die sich statt an Rockmusik an Rap-Musik orientiert. Auf jeder Packung ist eine überdimensionale Sonnenbrille aufgedruckt, sodass sich das Produkt in vollen Tiefkühltruhen deutlich abhebt. Neun Sonnenbrillen-Varianten tragen unterschiedliche Sprüche und ermöglichen es den Verbrauchern, eine zu ihrer Persönlichkeit passende Packung zu wählen oder alle zu sammeln. Das Eis ist in Aluminiumfolie eingewickelt, die Umverpackung besteht aus umweltfreundlichem Papier mit goldgeprägtem Logo.

The Recognition

About the A' Design Award in Eisen

Nestle Mr. Banana Eiscreme-Verpackung ist Gewinner des A' Design Award in Eisen, einer prestigeträchtigen Anerkennung für gute Designs, die die beruflichen und industriellen Anforderungen erfüllen, die an gut gestaltete Schöpfungen gestellt werden. Eisen-Gewinner zeigen großes Können, hohe Spezialisierung, fachkundiges Verständnis und die kreative Kapazität ihrer Schöpfer. Von Nestle Mr. Banana Eiscreme-Verpackung wird erwartet, dass es eine hochgeschätzte, bewunderte und geliebte Schöpfung ist, die praktisch und innovativ ist. Dieses mit dem A' Design Award in Eisen prämierte Design integriert bewährte Branchenverfahren und weist kompetente technische Merkmale in Verbindung mit Know-how und Talent auf. Nestle Mr. Banana Eiscreme-Verpackung wird für seine Gründlichkeit geschätzt und ist darauf ausgelegt, Verbesserungen der Lebensqualität zu liefern, die dazu beitragen, die Welt zu einem besseren Ort zu machen.

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.