Nestle Mr. Banana Anbalaj pou Krèm Glase by Blackandgold Shanghai

Nestle Mr. Banana Anbalaj pou Krèm Glase by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Fè in Dezayn Anbalaj Competition Category.

FèAnbalaj· 2022

Nestle Mr. Banana Anbalaj pou Krèm Glase

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award Fè Winner in Anbalaj Category

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Verified Award Winner

Verify Award Status for #128449

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nestle Mr. Banana Anbalaj pou Krèm Glase

Mesye Banana se yon konsepsyon anbalaj ki fèt pou yon pwodwi krèm glase ki vann nan Chin. Konsepsyon an fè yon mak eritaj tounen sou mache a ak yon nouvo idantite vizyèl ki baze sou mizik rap olye de mizik rock. Yo enprime yon gwo pè linèt solèy sou chak anbalaj, konsa pwodwi a soti deyò nan mitan kabinè kongelatè ki plen ak lòt pwodwi. Gen nèf vèsyon linèt solèy ki gen diferan fraz sou yo, sa ki pèmèt konsomatè yo chwazi yon anbalaj ki matche ak pèsonalite yo oswa kolekte yo tout. Krèm glase a vlope nan papye aliminyòm, epi bwat deyò a fèt ak papye ekolojik ki gen yon logo estampe an lò.

The Recognition

About the A' Design Award Fè

Nestle Mr. Banana Anbalaj pou Krèm Glase se yon ganyan A' Design Award Fè, yon rekonesans ki gen prestij yo bay bon design ki satisfè egzijans pwofesyonèl ak endistriyèl yo atann de kreyasyon ki byen fèt. Ganyan Fè yo montre gwo konpetans, espesyalizasyon wo, konpreyansyon ekspè ak kapasite kreyatif kreyatè yo. Yo atann Nestle Mr. Banana Anbalaj pou Krèm Glase pou se yon kreyasyon anpil moun estime, admire e renmen ki pratik e inovatè. Design sa a ki ganyen A' Design Award Fè entegre pi bon pratik sektè a e li gen karakteristik teknik konpetan ki lye ak konnesans pratik ak talan. Yo respekte Nestle Mr. Banana Anbalaj pou Krèm Glase pou jèntan li e li fèt pou bay amelyorasyon kalite lavi ki ede fè mond lan vin yon pi bon kote.

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.