Nestle Mr. Banana Mba'e Rehegua Tekoha: Yke Rendaguã Ice Cream Rehegua by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Fiero in Mba'eñongatuha Jejapo Competition Category.
FieroMba'eñongatuha· 2022
Nestle Mr. Banana Mba'e Rehegua Tekoha: Yke Rendaguã Ice Cream Rehegua
Client: Nestle (China) Ltd.
A' Design Award Fiero Winner in Mba'eñongatuha Category
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The Design
About Nestle Mr. Banana Mba'e Rehegua Tekoha: Yke Rendaguã Ice Cream Rehegua
Kuatia Moñe'ẽrã: Mr. Banana ha'e peteĩ yke rendaguã ojejapóva peteĩ ice cream oñemyengoviáva China-pe g̃uarã. Ko diseño ombojevy peteĩ marca yma guare pe mercado-pe peteĩ identidad visual pyahu reheve, oñemoĩva rap purahéi ári rock purahéi rangue. Peteĩ chuchu anteoho tuichaite oñembokuatia opa yke rehe, upéicha rupi pe producto oĩpoty pe freezer ryepýpe henyhẽ ha'eño porãva apytépe. Irundy porundy anteoho versión oguereko ñe'ẽ ambue ambue, upéva ombopyso yke jogua omoĩ hag̃ua pe ojoguáva pe ijehegui térã ombyaty haguã opavavéva. Pe ice cream oñemoĩ aluminio papelpe, ha pe caja okára ojejapo papel ecológico-gui logo dorado ojehapy ombojoyva reheve.
The Recognition
About the A' Design Award Fiero
Nestle Mr. Banana Mba'e Rehegua Tekoha: Yke Rendaguã Ice Cream Rehegua ohupyty A' Design Award Fiero, peteĩ ñehechakuaa prestigioso oñeme'ẽva diseño iporã-pe ohupytýva requisito profesional ha industrial oñeha'ãrõva creación iporã oñemoĩva-gui. Umi ganador Fiero ohechauka habilidad guasu, especialización yvate, comprensión experta ha capacidad creativa umi creador rehegua. Oñeha'ãrõ Nestle Mr. Banana Mba'e Rehegua Tekoha: Yke Rendaguã Ice Cream Rehegua ha'eha creación ojehayhúva, admirada ha estimada, práctica ha innovadora. Ko diseño ohupytýva A' Design Award Fiero ombojoaju mejor práctica industria rehegua ha oguereko característica técnica competente ojoajúva conocimiento ha talento ndive. Nestle Mr. Banana Mba'e Rehegua Tekoha: Yke Rendaguã Ice Cream Rehegua oñerespeta hembiapo cuidadoso rupi ha oñemoĩ ome'ẽ hag̃ua mejora calidad de vida rehegua oipytyvõva yvy ape iporãve hag̃ua.
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.
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