Nestle Mr. Banana アイスクリームのパッケージ by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award 鉄賞 in パッケージデザイン Competition Category.
鉄パッケージ· 2022
Nestle Mr. Banana アイスクリームのパッケージ
Client: Nestle (China) Ltd.
A' Design Award 鉄賞 Winner in パッケージ Category
Verified Award Winner
Verify Award Status for #128449The Design
About Nestle Mr. Banana アイスクリームのパッケージ
「Mr. Banana」は、中国で販売されるアイスクリーム製品のために制作されたパッケージデザインである。本デザインは、ロックミュージックに代わりラップミュージックを基調とした新しいビジュアルアイデンティティによって、老舗ブランドを市場へと再登場させた。各パッケージには大きなサングラスがプリントされており、商品がひしめく冷凍ショーケースの中でも際立つ存在感を放つ。サングラスは9種類のバリエーションがあり、それぞれ異なるフレーズを掲げているため、消費者は自分の個性に合った一箱を選んだり、全種類を集めたりすることができる。アイスクリーム本体はアルミ箔で包まれ、外箱には環境に配慮した紙素材を用い、ロゴは金箔押しで表現されている。
The Recognition
About the A' Design Award 鉄賞
Nestle Mr. Banana アイスクリームのパッケージは、よく設計された創造物に期待される専門的・産業的要件を満たす優れたデザインに授与される、権威ある評価である A' Design Award 鉄賞の受賞作品です。鉄賞の受賞作品は、制作者の高い技量、高度な専門性、専門家としての理解、創造的な能力を示しています。Nestle Mr. Banana アイスクリームのパッケージは、高く評価され、称賛され、愛される、実用的で革新的な創造物であることが期待されます。この A' Design Award 鉄賞を受賞したデザインは、業界のベストプラクティスを統合し、ノウハウと才能に結びついた有能な技術的特性を備えています。Nestle Mr. Banana アイスクリームのパッケージは、その徹底ぶりで尊敬され、世界をより良い場所にするための生活の質の向上をもたらすよう設計されています。
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.
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