Nestle Mr. Banana Ka Hana Nui: Pūʻolo Ice Cream by Blackandgold Shanghai

Nestle Mr. Banana Ka Hana Nui: Pūʻolo Ice Cream by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Hao in Hoʻolālā ʻUhi Competition Category.

HaoʻUhi· 2022

Nestle Mr. Banana Ka Hana Nui: Pūʻolo Ice Cream

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award Hao Winner in ʻUhi 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 Ka Hana Nui: Pūʻolo Ice Cream

Kikokikona Puke: ʻO Mr. Banana kahi hoʻolālā pūʻolo i hana ʻia no kahi huahana ice cream i kūʻai ʻia ma Kina. Hoʻihoʻi ka hoʻolālā i kahi kālepa hoʻoilina i ka mākeke me kahi ʻike kikohoʻe hou i kūkulu ʻia ma ke mele rap ma kahi o ke mele rock. Ua paʻi ʻia kekahi mākaʻaniani lā nui ma kēlā me kēia pūʻolo, no laila kū kaʻawale ka huahana i loko o nā pahu hau piha kanaka. Hāpai nā ʻano mākaʻaniani lā ʻeiwa i nā ʻōlelo like ʻole, e hiki ai i nā mea kūʻai ke koho i kahi pūʻolo e kū pono ana i ko lākou ʻano ponoʻī a i ʻole e hōʻiliʻili i nā mea āpau. Ua wahī ʻia ka ice cream i loko o ka pale ʻaluminuma, a hana ʻia ka pahu waho me ka pepa mālama kaiapuni me kahi hōʻailona kāleka gula i kaha ʻia.

The Recognition

About the A' Design Award Hao

Ua lanakila ka hoʻolālā Nestle Mr. Banana Ka Hana Nui: Pūʻolo Ice Cream i ka A' Design Award Hao, he ʻike hoʻohanohano i hāʻawi ʻia i nā hoʻolālā maikaʻi e hoʻokō ana i nā koi ʻoihana a ʻoihana hana i manaʻo ʻia mai nā mea hoʻokumu i hana maikaʻi ʻia. Hōʻike nā lanakila Hao i ka mākau nui, ka loea kiʻekiʻe, ka ʻike akamai a me ka hiki hana noʻeau o ka poʻe i hana iā lākou. Manaʻo ʻia ʻo ka hoʻolālā Nestle Mr. Banana Ka Hana Nui: Pūʻolo Ice Cream he mea hoʻokumu i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia e pono a hou. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Hao e hoʻohui ana i nā hana maikaʻi loa o ka ʻoihana a loaʻa nā ʻano ʻenehana mākaukau i hui pū ʻia me ka ʻike hana a me ka makakoho. Mahalo ʻia ka hoʻolālā Nestle Mr. Banana Ka Hana Nui: Pūʻolo Ice Cream no kona nānā pono a ua hoʻolālā ʻia e hāʻawi i nā hoʻomaikaʻi ola e kōkua ai i ka hana ʻana i ka honua i wahi maikaʻi aku.

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.