Nestle Mr. Banana Kemasan Es Krim dening Blackandgold Shanghai

Karya Nestle Mr. Banana Kemasan Es Krim dening Blackandgold Shanghai minangka pemenang sing diajeni banget saka A' Design Award Wesi 2022 sing bergengsi ing Kategori Kompetisi Desain Bungkusan.

WesiBungkusan· 2022

Nestle Mr. Banana Kemasan Es Krim

dening Blackandgold Shanghai

Klien: Nestle (China) Ltd.

Pemenang A' Design Award Wesi ing Kategori Bungkusan

15,030

Pemenang Penghargaan Terverifikasi

Verifikasi Status Penghargaan kanggo #128449

Deleng ing A' Design Award Siaran Pers Lencana Penghargaan

Warna

Desaine

Babagan Nestle Mr. Banana Kemasan Es Krim

Mr. Banana minangka desain kemasan sing digawe kanggo produk es krim sing didol ing China. Desain iki ngasilake maneh merek warisan menyang pasar kanthi identitas visual anyar sing adhedhasar musik rap tinimbang musik rock. Kacamata ireng sing gedhe dicetak ing saben kemasan, saengga produk katon mencolok ing antarane kabinet freezer sing rame. Ana sanga versi kacamata ireng sing nggawa frasa beda-beda, saengga konsumen bisa milih kemasan sing cocog karo kapribadene utawa ngumpulake kabeh versi. Es krim iki dibungkus nganggo foil aluminium, dene kothak njaba digawe saka kertas ramah lingkungan kanthi logo cap emas.

Pangakuan

Babagan A' Design Award Wesi

Nestle Mr. Banana Kemasan Es Krim menang A' Design Award Wesi, pangenalan sing prestisius sing diparingake marang desain sing apik sing nyukupi kabutuhan profesional lan industri sing dikarepake saka ciptaan sing dirancang kanthi apik. Pemenang Wesi nuduhake katrampilan sing gedhe, spesialisasi sing dhuwur, pangerten ahli lan kapasitas kreatif para penciptane. Nestle Mr. Banana Kemasan Es Krim dikarepake dadi ciptaan sing dihargai banget, dikagumi lan ditresnani sing praktis lan inovatif. Desain sing menang A' Design Award Wesi iki nggabungake praktik industri sing paling apik lan nduweni ciri teknis sing kompeten sing disambung karo kawruh lan bakat. Nestle Mr. Banana Kemasan Es Krim diajeni amarga ketelitiane lan dirancang kanggo nyedhiyakake paningkatan kualitas urip sing mbiyantu ndadekake donya panggonan sing luwih apik.

Ing Mburi Desain

Kit Pers

Kredit, anggota tim lan detail teknis sing diwenehake dening desainer.

Sifat Unik: 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.
Ukuran & Kemasan: Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm
Tag: Packaging, ice-cream, banana, China, interaction, social media
Teknologi Produksi: Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo.
Tantangan Desain: 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
Riset: 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.
Inspirasi: 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.
Durasi Proyek: The project started in Aug, 2020 and the product is launched in April, 2021.
Alur Operasi: 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.
Anggota Tim: Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Kredit Gambar: All photos credits to blackandgold Shanghai, 2021.