Nestle Mr. Banana Kemasan Es Krim by Blackandgold Shanghai

Nestle Mr. Banana Kemasan Es Krim by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Besi in Desain Kemasan Competition Category.

BesiKemasan· 2022

Nestle Mr. Banana Kemasan Es Krim

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award Besi Winner in Kemasan 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 Kemasan Es Krim

Mr. Banana adalah desain kemasan yang diciptakan untuk produk es krim yang dijual di Tiongkok. Desain ini mengembalikan sebuah merek warisan ke pasar dengan identitas visual baru yang berlandaskan musik rap alih-alih musik rock. Sepasang kacamata hitam berukuran besar dicetak pada setiap kemasan, sehingga produk ini menonjol di dalam lemari pendingin yang penuh sesak. Sembilan versi kacamata hitam menampilkan frasa yang berbeda-beda, memungkinkan konsumen memilih kemasan yang sesuai dengan kepribadian mereka atau mengoleksi seluruhnya. Es krim dibungkus dengan aluminium foil, sedangkan kotak luarnya terbuat dari kertas ramah lingkungan dengan logo berhot stamping emas.

The Recognition

About the A' Design Award Besi

Nestle Mr. Banana Kemasan Es Krim adalah pemenang A' Design Award Besi, pengakuan yang bergengsi yang diberikan kepada desain yang baik yang memenuhi persyaratan profesional dan industri yang diharapkan dari kreasi yang dirancang dengan baik. Pemenang Besi menunjukkan keterampilan yang besar, spesialisasi yang tinggi, pemahaman ahli, dan kapasitas kreatif para penciptanya. Nestle Mr. Banana Kemasan Es Krim diharapkan menjadi kreasi yang sangat dihargai, dikagumi, dan dicintai yang praktis dan inovatif. Desain pemenang A' Design Award Besi ini mengintegrasikan praktik terbaik industri dan memiliki karakteristik teknis yang kompeten yang terkait dengan pengetahuan teknis dan bakat. Nestle Mr. Banana Kemasan Es Krim dihormati karena ketelitiannya dan dirancang untuk memberikan peningkatan kualitas hidup yang membantu menjadikan dunia tempat yang lebih baik.

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.