Nestle Mr. Banana Aikin Farko: Fakitin Ayisikirim by Blackandgold Shanghai

Nestle Mr. Banana Aikin Farko: Fakitin Ayisikirim by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Kyautar A' Design Award ta Baƙin Ƙarfe in Ƙirar Kunshin Kaya Competition Category.

Baƙin ƘarfeKunshin Kaya· 2022

Nestle Mr. Banana Aikin Farko: Fakitin Ayisikirim

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

Kyautar A' Design Award ta Baƙin Ƙarfe Winner in Kunshin Kaya Category

14,504

Verified Award Winner

Verify Award Status for #128449

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nestle Mr. Banana Aikin Farko: Fakitin Ayisikirim

Rubutun Littafi: Mr. Banana wani ƙirar fakiti ne da aka ƙirƙira don kayan ayisikirim da ake sayarwa a kasar China. Ƙirar ta dawo da wata alama ta gargajiya zuwa kasuwa tare da sabuwar fasalin gani wanda ya danganci kiɗan rap maimakon kiɗan rock. An buga wani babban gilashin rana a kan kowace fakiti, ta yadda kayan zai fito karara a cikin injinan sanyaya cike da kaya. Sigogin gilashin rana guda tara suna dauke da jimloli daban-daban, wanda ke ba masu saye damar zaɓar fakitin da ya dace da halayensu ko kuma su tattara dukkaninsu. An naɗe ayisikirim din a cikin foil na aluminum, kuma an yi akwatin waje da takarda mai kyautatawa muhalli tare da tambarin da aka bugu da zinariya.

The Recognition

About the Kyautar A' Design Award ta Baƙin Ƙarfe

Zanen Nestle Mr. Banana Aikin Farko: Fakitin Ayisikirim ya lashe Kyautar A' Design Award ta Baƙin Ƙarfe, wata karramawa mai daraja da ake bai wa kyawawan zane-zane waɗanda ke cika buƙatun ƙwararru da masana'antu da ake tsammani daga ƙirƙire-ƙirƙire da aka tsara da kyau. Waɗanda suka lashe kyautar Baƙin Ƙarfe suna nuna babban ƙwarewa, ƙwarewa ta musamman, fahimtar ƙwararru da ikon ƙirƙira na masu ƙirƙirar su. Ana sa ran zanen Nestle Mr. Banana Aikin Farko: Fakitin Ayisikirim ya zama ƙirƙira da ake girmamawa sosai, ake sha'awa da ƙauna wacce ke da amfani kuma mai sababbin abubuwa. Wannan zane da ya lashe Kyautar A' Design Award ta Baƙin Ƙarfe yana haɗa mafi kyawun ayyukan fannin kuma yana da halayen fasaha masu cancanta da ke da alaƙa da sanin yadda da baiwa. Ana girmama zanen Nestle Mr. Banana Aikin Farko: Fakitin Ayisikirim saboda cikakkiyar kulawarsa kuma an tsara shi don ba da ingantuwar rayuwa da ke taimakawa wajen mai da duniya wuri mafi kyau.

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.