Nestle Mr. Banana Emballage de crème glacée by Blackandgold Shanghai

Nestle Mr. Banana Emballage de crème glacée by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award de Fer in Design d'Emballage Competition Category.

FerEmballage· 2022

Nestle Mr. Banana Emballage de crème glacée

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award de Fer Winner in Emballage Category

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Verified Award Winner

Verify Award Status for #128449

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nestle Mr. Banana Emballage de crème glacée

Mr. Banana est un design d'emballage créé pour une crème glacée commercialisée en Chine. Ce projet ramène sur le marché une marque patrimoniale dotée d'une nouvelle identité visuelle inspirée du rap plutôt que du rock. Une grande paire de lunettes de soleil est imprimée sur chaque emballage, ce qui permet au produit de se démarquer dans des congélateurs saturés de références. Neuf versions de lunettes portent des phrases différentes, permettant aux consommateurs de choisir l'emballage qui correspond à leur personnalité ou de les collectionner tous. La glace est enveloppée dans une feuille d'aluminium, tandis que l'étui extérieur est réalisé en papier écologique orné d'un logo marqué à chaud à l'or.

The Recognition

About the A' Design Award de Fer

Nestle Mr. Banana Emballage de crème glacée est lauréat de l'A' Design Award de Fer, une reconnaissance prestigieuse décernée à de bons designs qui répondent aux exigences professionnelles et industrielles attendues de créations bien conçues. Les lauréats Fer démontrent la grande compétence, la haute spécialisation, la compréhension experte et la capacité créative de leurs créateurs. Nestle Mr. Banana Emballage de crème glacée est censé être une création très estimée, admirée et chérie, pratique et innovante. Ce design lauréat de l'A' Design Award de Fer intègre les meilleures pratiques de l'industrie et présente des caractéristiques techniques compétentes associées à un savoir-faire et à du talent. Nestle Mr. Banana Emballage de crème glacée est respecté pour sa rigueur et est conçu pour apporter des améliorations de la qualité de vie qui contribuent à faire du monde un monde meilleur.

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.