Nestle Mr. Banana 아이스크림 패키지 디자인 by Blackandgold Shanghai

Nestle Mr. Banana 아이스크림 패키지 디자인 by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2022

Nestle Mr. Banana 아이스크림 패키지 디자인

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award 철상 Winner in 패키징 Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Nestle Mr. Banana 아이스크림 패키지 디자인

미스터 바나나(Mr. Banana)는 중국에서 판매되는 아이스크림 제품을 위해 개발된 패키지 디자인이다. 이 디자인은 록 음악 대신 랩 음악을 바탕으로 한 새로운 비주얼 아이덴티티를 통해 오랜 전통의 브랜드를 시장에 다시 선보인다. 각 패키지에는 커다란 선글라스가 인쇄되어 있어, 제품이 빼곡한 냉동 진열장 안에서도 눈에 띈다. 아홉 가지 선글라스 버전에는 각기 다른 문구가 담겨 있어, 소비자는 자신의 개성에 맞는 패키지를 고르거나 전체를 수집할 수 있다. 아이스크림은 알루미늄 포일로 포장되며, 외부 상자는 친환경 종이에 금박으로 로고를 압인해 제작되었다.

The Recognition

About the A' Design Award 철상

Nestle Mr. Banana 아이스크림 패키지 디자인, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Nestle Mr. Banana 아이스크림 패키지 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Nestle Mr. Banana 아이스크림 패키지 디자인, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

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.