Nestle Mr. Banana Pembungkusan Ais Krim by Blackandgold Shanghai

Nestle Mr. Banana Pembungkusan Ais Krim by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Besi in Reka Bentuk Pembungkusan Competition Category.

BesiPembungkusan· 2022

Nestle Mr. Banana Pembungkusan Ais Krim

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award Besi Winner in Pembungkusan Category

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Verified Award Winner

Verify Award Status for #128449

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nestle Mr. Banana Pembungkusan Ais Krim

Mr. Banana ialah reka bentuk pembungkusan yang dicipta untuk produk ais krim yang dijual di China. Reka bentuk ini mengembalikan sebuah jenama warisan ke pasaran dengan identiti visual baharu yang berasaskan muzik rap dan bukannya muzik rock. Sepasang cermin mata hitam yang besar dicetak pada setiap bungkusan, membolehkan produk ini menonjol di dalam peti sejuk beku yang sesak. Sembilan versi cermin mata membawa frasa yang berbeza, membolehkan pengguna memilih bungkusan yang sepadan dengan personaliti mereka atau mengumpul kesemuanya. Ais krim ini dibalut dengan kerajang aluminium, manakala kotak luarnya diperbuat daripada kertas mesra alam dengan logo bercap emas.

The Recognition

About the A' Design Award Besi

Nestle Mr. Banana Pembungkusan Ais Krim ialah pemenang A' Design Award Besi, pengiktirafan yang berprestij yang dianugerahkan kepada reka bentuk yang baik yang memenuhi keperluan profesional dan industri yang dijangka daripada ciptaan yang direka dengan baik. Pemenang Besi menunjukkan kemahiran yang besar, kepakaran yang tinggi, kefahaman pakar dan keupayaan kreatif penciptanya. Nestle Mr. Banana Pembungkusan Ais Krim diharapkan menjadi ciptaan yang sangat dihargai, dikagumi dan disayangi yang praktikal dan inovatif. Reka bentuk pemenang A' Design Award Besi ini menyepadukan amalan terbaik industri dan mempunyai ciri teknikal yang kompeten yang dikaitkan dengan kepakaran dan bakat. Nestle Mr. Banana Pembungkusan Ais Krim dihormati kerana ketelitiannya dan direka untuk memberikan peningkatan kualiti hidup yang membantu menjadikan dunia tempat yang lebih baik.

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.