Nestle Mr. Banana Ngwakọta Ihe Ọkụkụ Aisikrim by Blackandgold Shanghai

Nestle Mr. Banana Ngwakọta Ihe Ọkụkụ Aisikrim by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Ihe Nrite A' Design Award nke Igwe in Nhazi Ngwungwu Competition Category.

IgweNgwungwu· 2022

Nestle Mr. Banana Ngwakọta Ihe Ọkụkụ Aisikrim

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

Ihe Nrite A' Design Award nke Igwe Winner in Ngwungwu Category

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View at A' Design Award Press Release Award Badge

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The Design

About Nestle Mr. Banana Ngwakọta Ihe Ọkụkụ Aisikrim

Nnọchi Akwụkwọ: Mr. Banana bụ imewe ngwakọta e mepụtara maka ngwaahịa aisikrim a na-ere n'obodo China. Imewe a na-eweghachi ọkọlọtọ agbụrụ dị mkpa n'ahịa site na njirimara ọhụụ dabere na egwu rap kama egwu rock. E biri nnukwu ugolọ anya n'elu ibo ọ bụla, ka ngwaahịa ahụ pụta ìhè n'ime ọtụtụ igbe mkpọfu jupụtara ihe. Ụdị ugolọ anya itoolu na-ebu okwu dị iche iche, na-enye ndị na-azụ ahịa ohere ịhọrọ ibo dabara na àgwà ha ma ọ bụ ịnakọta ha niile. Ekpuchiri aisikrim ahụ na aluminum foil, ebe e ji akwụkwọ dị mma nye gburugburu ebe wepụtara igbe mpụtara ya nke nwere akara ọla edo e biri n'elu ya.

The Recognition

About the Ihe Nrite A' Design Award nke Igwe

Nestle Mr. Banana Ngwakọta Ihe Ọkụkụ Aisikrim meriri A' Design Award nke Igwe, nnabata dị ugwu e nyere design ndị dị mma nke na-emezu ihe ndị a chọrọ n'ọrụ na ụlọ ọrụ nke a na-atụ anya n'ihe e kere eke ndị e mere nke ọma. Ndị meriri na Igwe na-egosi nka buru ibu, ọkachamara dị elu, nghọta ọkachamara na ikike imepụta nke ndị kere ha. A na-atụ anya na Nestle Mr. Banana Ngwakọta Ihe Ọkụkụ Aisikrim ga-abụ ihe e kere eke a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya nke bụ ihe bara uru ma dị ọhụrụ. Design a meriri A' Design Award nke Igwe na-ejikọta ụzọ kacha mma nke ụlọ ọrụ ma nwee àgwà teknụzụ kwesịrị ekwesị jikọtara na ihe ọmụma na talent. A na-asọpụrụ Nestle Mr. Banana Ngwakọta Ihe Ọkụkụ Aisikrim maka nlezianya ya ma e mere ya ka ọ nye mmeziwanye ndụ nke na-enyere aka ime ka ụwa bụrụ ebe ka mma.

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.