Nestle Mr. Banana Gushushanya Ipaki ya Icecream by Blackandgold Shanghai

Nestle Mr. Banana Gushushanya Ipaki ya Icecream by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Igihembo cya A' Design Award cy'icyuma in Igishushanyo cy'Ipaki Competition Category.

IcyumaIpaki· 2022

Nestle Mr. Banana Gushushanya Ipaki ya Icecream

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

Igihembo cya A' Design Award cy'icyuma Winner in Ipaki 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 Gushushanya Ipaki ya Icecream

Mr. Banana ni ubushushanyabikorwa bw'ipaki bwakozwe ku bwa umusaruro wa icecream ugurishwa mu Bushinwa. Ubu bushushanyabikorwa busubiza ku isoko ikirango cy'umurage gifite indangagaciro nshya ishingiye kuri muzika ya rap aho kuba rock. Amakingiro y'izuba manini yashushanyijwe kuri buri paki, bigatuma umusaruro ugaragara mu mazu yuzuye ibikonjeshwa. Amakingiro y'izuba icyenda afite amagambo atandukanye, bigatuma abaguzi bahitamo ipaki ihuye n'imico yabo cyangwa bakabikoresha bose. Icecream ipfundikijwe mu ruhu rw'aluminium (aluminum foil), naho agasanduku ka hanze gakozwe mu mpapuro zubahiriza ibidukikije rikaba rifite ikirango cyanditsemo isahani y'izahabu.

The Recognition

About the Igihembo cya A' Design Award cy'icyuma

Nestle Mr. Banana Gushushanya Ipaki ya Icecream ni uwegukanye Igihembo cya A' Design Award cy'icyuma, ishimwe ry'agaciro ritangwa ku bishushanyo byiza bihuza ibyo umwuga n'inganda bikeneye ku bihangano byashushanyijwe neza. Abegukanye icyuma bagaragaza ubuhanga bukomeye, ubumenyi bwihariye, imyumvire y'inzobere n'ubushobozi bwo guhanga bw'ababikoze. Nestle Mr. Banana Gushushanya Ipaki ya Icecream biteganyijwe ko izaba igihangano cyubahwa, gishimwa kandi gikundwa, gifatika kandi gifite udushya. Iki gishushanyo cyegukanye icyuma gihuza uburyo bwiza bukoreshwa mu nganda kandi gifite ibiranga bya tekiniki bifite ubushobozi, bifatanye n'ubumenyi n'impano. Nestle Mr. Banana Gushushanya Ipaki ya Icecream yubahwa kubera gukora neza, kandi yashushanyijwe kugira ngo inoze ubuzima, ifashe gutuma isi iba nziza.

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.