Nestle Mr. Banana Izozki Ontziratzea by Blackandgold Shanghai

Nestle Mr. Banana Izozki Ontziratzea by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Burdinazko Saria A' Design Award in Ontziketa Diseinua Competition Category.

BurdinaOntziketa· 2022

Nestle Mr. Banana Izozki Ontziratzea

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

Burdinazko Saria A' Design Award Winner in Ontziketa Category

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The Design

About Nestle Mr. Banana Izozki Ontziratzea

Mr. Banana Txinan saltzen den izozki produktu baterako sortutako ontziratze-diseinua da. Diseinuak ondare-marka bat merkatura itzultzen du, identitate bisual berri batekin, rock musikaren ordez rap musikan oinarrituta. Eguzkitako betaurreko pare handi bat inprimatuta dago pakete bakoitzean, produktua izozkailu-armairu jendetsuen artean nabarmen gera dadin. Eguzkitako betaurrekoen bederatzi bertsiok esaldi ezberdinak dituzte, kontsumitzaileei beren nortasunarekin bat datorren paketea aukeratzeko edo guztiak biltzeko aukera emanez. Izozkia aluminiozko paperean bilduta dago, eta kanpoko kutxa paper ekologikoz eginda dago, logotipo urreztatu batekin.

The Recognition

About the Burdinazko Saria A' Design Award

Nestle Mr. Banana Izozki Ontziratzea Burdinazko Saria A' Design Award irabazlea da, ondo diseinatutako sorkuntzetatik espero diren eskakizun profesional eta industrialak betetzen dituzten diseinu onei ematen zaien aitorpen prestijiotsua. Burdin-mailako irabazleek beren sortzaileen trebetasun handia, espezializazio handia, adituen ulermena eta sormen-gaitasuna erakusten dituzte. Nestle Mr. Banana Izozki Ontziratzea oso estimatua, miretsia eta maitea den sorkuntza izatea espero da, praktikoa eta berritzailea dena. Burdinazko Saria A' Design Award irabazi duen diseinu honek sektoreko praktika onenak integratzen ditu eta know-how-ari eta talentuari lotutako ezaugarri tekniko gaituak ditu. Nestle Mr. Banana Izozki Ontziratzea zehaztasunagatik errespetatua den lana da, eta mundua leku hobea egiten laguntzen duten bizi-kalitatearen hobekuntzak eskaintzeko diseinatua dagoena.

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.