Nestle Mr. Banana Iisferpakking foar Mr. Banana troch Blackandgold Shanghai

Nestle Mr. Banana Iisferpakking foar Mr. Banana troch Blackandgold Shanghai is in heech wurdearre winner fan de tige prestizjeuze 2022 A' Design Award yn Izer yn de kompetysje-kategory Ferpakkingsûntwerp.

IzerFerpakking· 2022

Nestle Mr. Banana Iisferpakking foar Mr. Banana

troch Blackandgold Shanghai

Klant: Nestle (China) Ltd.

A' Design Award yn Izer Winner yn de kategory Ferpakking

14,504

Ferifiearre Priiswinner

Ferifiearje Prisstatus foar #128449

Besjoch by A' Design Award Parseberjocht Priisbadge

Kleuren

It Untwerp

Oer Nestle Mr. Banana Iisferpakking foar Mr. Banana

Mr. Banana is in ferpakkingsûntwerp makke foar in iisprodukt dat yn Sina ferkocht wurdt. It ûntwerp bringt in erfguodmerk werom op de merk mei in nije fisuele identiteit basearre op rapmuzyk ynstee fan rockmuzyk. Op elke ferpakking is in grutte sinnebril printe, sadat it produkt opfalt tusken de drokke fryskasten. Njoggen ferskillende sinnebrilfersjes drage elk in oare tekst, wêrtroch klanten in ferpakking kinne kieze dy't by har persoanlikheid past, of se kinne se allegearre sammelje. It iis is ynpakt yn aluminiumfoly, en de bûtenbox is makke fan miljeufreonlik papier mei in gouden stimpele logo.

De Erkenning

Oer de A' Design Award yn Izer

Nestle Mr. Banana Iisferpakking foar Mr. Banana is in winner fan de A' Design Award yn Izer, in prestisjeuze erkenning foar goede ûntwerpen dy't foldogge oan de profesjonele en yndustriële easken dy't ferwachte wurde fan goed ûntwurpen skeppings. Izerwinners litte grutte feardigens, hege spesjalisaasje, deskundich begryp en kreatyf fermogen fan har makkers sjen. Fan Nestle Mr. Banana Iisferpakking foar Mr. Banana wurdt ferwachte dat it in tige heech achte, bewûndere en dierbere skepping is dy't praktysk en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Izer yntegrearret de bêste praktiken fan de sektor en hat feardige technyske skaaimerken ferbûn mei kennis en talint. Nestle Mr. Banana Iisferpakking foar Mr. Banana wurdt respektearre foar syn yngeandens en is ûntwurpen om ferbetteringen fan de kwaliteit fan it libben te leverjen dy't helpe de wrâld ta in bettere plak te meitsjen.

Efter it Untwerp

Parsepakket

Credits, teamleden en technyske details levere troch de ûntwerper.

Unike Eigenskippen: 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.
Ofmjittingen & Ferpakking: Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm
Labels: Packaging, ice-cream, banana, China, interaction, social media
Produksjetechnology: Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo.
Untwerpútdaging: 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
Undersyk: 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.
Ynspiraasje: 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.
Projektdoer: The project started in Aug, 2020 and the product is launched in April, 2021.
Operaasjestreamferrin: 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.
Teamleden: Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Ofbyldingskrediten: All photos credits to blackandgold Shanghai, 2021.