Nestle Mr. Banana Fonosana Ice Cream by Blackandgold Shanghai

Nestle Mr. Banana Fonosana Ice Cream by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Vy in Famolavolana Fonosana Competition Category.

VyFonosana· 2022

Nestle Mr. Banana Fonosana Ice Cream

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award Vy Winner in Fonosana Category

14,504

Verified Award Winner

Verify Award Status for #128449

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nestle Mr. Banana Fonosana Ice Cream

Mr. Banana dia famolavolana fonosana natao ho an'ny vokatra ice cream amidy any Shina. Ity famolavolana ity dia mamerina karazana marika manan-tantara ho eo amin'ny tsena miaraka amin'ny maha-izy azy vaovao mifototra amin'ny mozika rap fa tsy mozika rock. Solomaso goavana no vita pirinty amin'ny fonosana tsirairay, mba hahatonga ny vokatra hiavaka ao anatin'ireo lalomoana fandriana feno entana. Endrika solomaso sivy no misy fehezanteny samihafa, ka afaka misafidy fonosana mifanentana amin'ny toetrany ny mpanjifa na manangona azy rehetra. Voafono taratasy aliminioma ny ice cream, ary vita amin'ny taratasy tsy mandoto tontolo iainana kosa ny boaty ivelany, misy marika pentina volamena.

The Recognition

About the A' Design Award Vy

Nandresy ny A' Design Award Vy ny famolavolana Nestle Mr. Banana Fonosana Ice Cream, fankasitrahana malaza omena ny famolavolana tsara izay mahafeno ny fepetra ara-barotra sy ara-indostria andrasana amin'ny famoronana natao tsara. Ny mpandresy Vy dia mampiseho fahaiza-manao lehibe, fahaizana manokana ambony, fahatakarana manam-pahaizana ary fahaizana mamorona an'ireo mpamorona azy. Andrasana ho famoronana ankasitrahana be, ankafizina ary tiana izay azo ampiharina sady vaovao ny famolavolana Nestle Mr. Banana Fonosana Ice Cream. Ity famolavolana nandresy ny A' Design Award Vy ity dia mampiray ny fomba fanao tsara indrindra amin'ny indostria ary manana toetra ara-teknika mahomby mifandray amin'ny fahalalana sy ny talenta. Ny famolavolana Nestle Mr. Banana Fonosana Ice Cream dia hajaina noho ny fitandremany ary natao hanome fanatsarana ny kalitaon'ny fiainana izay manampy hahatonga ny tontolo ho toerana tsara kokoa.

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.