Nestle Mr. Banana Kev Thoob Qhov Khoom: Ice Cream los ntawm Blackandgold Shanghai

Qhov qauv tsim Nestle Mr. Banana Kev Thoob Qhov Khoom: Ice Cream los ntawm Blackandgold Shanghai yog tus yeej muaj nqis heev ntawm qhov khoom plig 2022 A' Design Award Hlau hauv Pawg Sib Tw Tsim Ntim Khoom.

HlauNtim Khoom· 2022

Nestle Mr. Banana Kev Thoob Qhov Khoom: Ice Cream

los ntawm Blackandgold Shanghai

Tus Neeg Siv: Nestle (China) Ltd.

Tus Yeej A' Design Award Hlau hauv Pawg Ntim Khoom

14,504

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #128449

Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog Nestle Mr. Banana Kev Thoob Qhov Khoom: Ice Cream

Mr. Banana yog qhov tsim thoob qhov khoom rau ib yam khoom ice cream muag hauv tebchaws Suav. Qhov tsim no rov qab coj ib lub npe qub los rau hauv kev muag khoom nrog ib tug yam ntxwv tshiab uas ua raws li suab paj huam rap es tsis yog suab nkauj rock. Ib khub tsom iav loj raug luam tawm rau saum txhua lub thoob, ua rau tus khoom no tshwm sim tawm hauv cov tub freezer uas muaj khoom coob coob. Muaj cuaj hom tsom iav sib txawv, txhua qhov nqe lus sib txawv, ua rau cov neeg yuav khoom xaiv tau ib lub thoob uas phim lawv tus cwj pwm los sis sau ua ke tag nrho cuaj hom. Cov ice cream raug qhwv nrog aluminum foil, thiab lub thawv sab nraud yog tsim los ntawm ntawv siv tau rau ib puag ncig zoo nrog lub npe raug luam ua kub.

Qhov Lees Paub

Txog A' Design Award Hlau

Nestle Mr. Banana Kev Thoob Qhov Khoom: Ice Cream yog tus yeej ntawm A' Design Award Hlau, ib qho kev lees paub muaj meej mom uas muab rau cov qauv tsim zoo uas ua tau raws li cov kev xav tau ntawm kev ua haujlwm thiab kev lag luam uas xav tau los ntawm cov khoom tsim zoo. Cov neeg yeej Hlau qhia txog kev txawj loj, kev paub tshwj xeeb siab, kev nkag siab ntawm cov kws tshaj lij thiab lub peev xwm tsim ntawm cov neeg tsim. Nestle Mr. Banana Kev Thoob Qhov Khoom: Ice Cream xav tias yuav yog ib qho khoom tsim uas neeg hwm, qhuas thiab hlub uas siv tau thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Hlau no sib xyaw cov kev coj ua zoo tshaj plaws ntawm kev lag luam thiab muaj cov yam ntxwv siv tshuab txawj ntse txuas nrog kev paub thiab txuj ci. Nestle Mr. Banana Kev Thoob Qhov Khoom: Ice Cream tau txais kev hwm vim nws tag nrho thiab tsim los muab kev txhim kho rau lub neej uas pab ua rau lub ntiaj teb zoo dua.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: 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.
Qhov Loj & Ntim: Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm
Cov Ntsiab Lus: Packaging, ice-cream, banana, China, interaction, social media
Thev Naus Laus Zis Tsim Khoom: Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo.
Kev Sib Tw Tsim Qauv: 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
Kev Tshawb Fawb: 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.
Kev Txhawb Siab: 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.
Lub Sij Hawm Ua Hauj Lwm: The project started in Aug, 2020 and the product is launched in April, 2021.
Txheej Txheem Ua Hauj Lwm: 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.
Cov Tswv Cuab Pab: Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Kev Qhuas Duab: All photos credits to blackandgold Shanghai, 2021.