Nestle Mr. Banana Ambalaža za sladoled – dizajner Blackandgold Shanghai

Dizajn Nestle Mr. Banana Ambalaža za sladoled čiji je autor Blackandgold Shanghai iznimno je cijenjeni dobitnik prestižne nagrade 2022 Željezna nagrada A' Design Award u natjecateljskoj kategoriji Dizajn Ambalaže.

ŽeljezoAmbalaža· 2022

Nestle Mr. Banana Ambalaža za sladoled

autor/ica Blackandgold Shanghai

Klijent: Nestle (China) Ltd.

Dobitnik nagrade Željezna nagrada A' Design Award u kategoriji Ambalaža

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Boje

Dizajn

O dizajnu Nestle Mr. Banana Ambalaža za sladoled

Mr. Banana je dizajn ambalaže izrađen za proizvod sladoleda koji se prodaje u Kini. Dizajn vraća tradicionalni brend na tržište s novim vizualnim identitetom temeljenim na rap glazbi umjesto rock glazbe. Na svakom pakiranju otisnut je veliki par sunčanih naočala, tako da se proizvod ističe unutar prepunih rashladnih vitrina. Devet verzija sunčanih naočala nosi različite fraze, što omogućuje potrošačima da odaberu pakiranje koje odgovara njihovoj osobnosti ili da skupe sve verzije. Sladoled je umotan u aluminijsku foliju, a vanjska kutija izrađena je od ekološki prihvatljivog papira s pozlaćenim utisnutim logotipom.

Priznanje

O nagradi Željezna nagrada A' Design Award

Nestle Mr. Banana Ambalaža za sladoled je pobjednik Željezne nagrade A' Design Award, prestižnog priznanja koje se dodjeljuje dobrim dizajnima što ispunjavaju profesionalne i industrijske zahtjeve očekivane od dobro dizajniranih kreacija. Željezni pobjednici pokazuju veliku vještinu, visoku specijalizaciju, stručno razumijevanje i kreativne kapacitete svojih stvaratelja. Očekuje se da Nestle Mr. Banana Ambalaža za sladoled bude visoko cijenjena, voljena i njegovana kreacija koja je praktična i inovativna. Ovaj dizajn koji je osvojio Željeznu nagradu A' Design Award integrira najbolje industrijske prakse i ima kompetentne tehničke karakteristike povezane sa znanjem i talentom. Nestle Mr. Banana Ambalaža za sladoled se poštuje zbog svoje temeljitosti i dizajniran je da pruži poboljšanja kvalitete života koja pomažu da svijet postane bolje mjesto.

Iza dizajna

Komplet za medije

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: 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.
Dimenzije i pakiranje: Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm
Oznake: Packaging, ice-cream, banana, China, interaction, social media
Proizvodna tehnologija: Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo.
Dizajnerski izazov: 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
Istraživanje: 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.
Inspiracija: 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.
Trajanje projekta: The project started in Aug, 2020 and the product is launched in April, 2021.
Tijek rada: 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.
Članovi tima: Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Zasluge za fotografije: All photos credits to blackandgold Shanghai, 2021.