Nestle Mr. Banana Ntchito Yaikulu: Kapepala ka Ice Cream by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Mphoto ya Chitsulo ya A' Design Award in Mapangidwe a Mapaketi Competition Category.
ChitsuloMapaketi· 2022
Nestle Mr. Banana Ntchito Yaikulu: Kapepala ka Ice Cream
Client: Nestle (China) Ltd.
Mphoto ya Chitsulo ya A' Design Award Winner in Mapaketi Category
Verified Award Winner
Verify Award Status for #128449The Design
About Nestle Mr. Banana Ntchito Yaikulu: Kapepala ka Ice Cream
Malemba a Bukhu: Mr. Banana ndi kapangidwe ka kapepala kamene kanapangidwa kwa chinthu cha ice cream chogulitsidwa ku China. Kapangidweka kamabweretsanso mtundu wakale pamsika ndi chizindikiro chatsopano chowoneka bwino chochokera ku nyimbo za rap m'malo mwa nyimbo za rock. Magalasi akulu a dzuwa asindikizidwa pa kapepala kalikonse, kotero chinthucho chimaonekera bwino mkati mwa zisenga zozizira zodzaza ndi zinthu zambiri. Mitundu isanu ndi inayi ya magalasi a dzuwa ili ndi mawu osiyanasiyana, zomwe zimalola ogula kusankha kapepala kogwirizana ndi khalidwe lawo kapena kusonkhanitsa zonse. Ice cream imakulungidwa ndi siliva wa aluminiyamu, ndipo bokosi lakunja lapangidwa ndi pepala losamalira chilengedwe lokhala ndi chizindikiro chosindikizidwa ndi golide.
The Recognition
About the Mphoto ya Chitsulo ya A' Design Award
Nestle Mr. Banana Ntchito Yaikulu: Kapepala ka Ice Cream ndi mmodzi mwa opambana a Mphoto ya Chitsulo ya A' Design Award, kuzindikirika kolemekezeka komwe kumaperekedwa kwa mapangidwe abwino omwe amakwaniritsa zofunika za akatswiri ndi za makampani zomwe zimayembekezeka kuchokera ku zolengedwa zopangidwa bwino. Opambana a Chitsulo amaonetsa luso lalikulu, ukatswiri wapamwamba, kumvetsetsa kwa akatswiri ndi mphamvu yolenga ya opanga awo. Nestle Mr. Banana Ntchito Yaikulu: Kapepala ka Ice Cream akuyembekezeka kukhala cholengedwa choyamikiridwa kwambiri, chosirira ndi chokondedwa chomwe ndi chothandiza ndi chatsopano. Mapangidwe opambana Mphoto ya Chitsulo ya A' Design Award awa amaphatikiza machitidwe abwino kwambiri a makampani ndipo ali ndi makhalidwe a ukadaulo oyenerera olumikizidwa ndi chidziwitso ndi luso. Nestle Mr. Banana Ntchito Yaikulu: Kapepala ka Ice Cream amalemekezedwa chifukwa cha kusamala kwake ndipo anapangidwa kuti apereke kukonza kwa moyo kumene kumathandiza kusandutsa dziko kukhala malo abwino.
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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