Nestle Mr. Banana آئسڪريم پيڪيجنگ by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award لوهه انعام in پيڪيجنگ ڊيزائن Competition Category.
لوههپيڪيجنگ· 2022
Nestle Mr. Banana آئسڪريم پيڪيجنگ
Client: Nestle (China) Ltd.
A' Design Award لوهه انعام Winner in پيڪيجنگ Category
Verified Award Winner
Verify Award Status for #128449The Design
About Nestle Mr. Banana آئسڪريم پيڪيجنگ
مسٽر بنانا هڪ پيڪيجنگ ڊزائين آهي، جيڪو چين ۾ وڪامندڙ آئسڪريم پراڊڪٽ لاءِ ٺاهيو ويو آهي. هي ڊزائين هڪ ورثي واري برانڊ کي مارڪيٽ ۾ نئين سر موٽائي ٿو آڻي، ان کي راڪ ميوزڪ جي بدران ريپ ميوزڪ تي ٻڌل نئين بصري سڃاڻپ سان سينگاريندي. هر پيڪ تي سنگلاسز جو هڪ وڏو جوڙو ڇاپيل آهي، ان ڪري پراڊڪٽ ڀريل فريزر ڪئبينٽس اندر پڻ نمايان نظر اچي ٿو. سنگلاسز جا نو مختلف ورجن مختلف جملا کڻي هلن ٿا، جنهن سان خريدار پنهنجي شخصيت سان ملندڙ پيڪ چونڊي سگهن ٿا يا سڀ گڏ ڪري گڏ ڪري سگهن ٿا. آئسڪريم کي ايلومينيم فوئل ۾ ويڙهيل رکيو ويو آهي، جڏهن ته ٻاهرين دٻي ماحول دوست ڪاغذ مان ٺهيل آهي، جنهن تي سونهري رنگ ۾ اسٽيمپ ٿيل لوگو موجود آهي.
The Recognition
About the A' Design Award لوهه انعام
Nestle Mr. Banana آئسڪريم پيڪيجنگ A' Design Award لوهه انعام جو کٽيندڙ آهي، معزز اعتراف جيڪو انهن سٺين ڊيزائنن کي ڏنو وڃي ٿو جيڪي چڱيءَ طرح ڊزائين ڪيل تخليقن کان متوقع پيشه ورانه ۽ صنعتي گهرجون پوريون ڪن ٿيون. لوهه جا کٽيندڙ پنهنجي خالقن جي وڏي مهارت، اعليٰ ماهري، ماهرانه سمجھ ۽ تخليقي صلاحيت ڏيکارين ٿا. Nestle Mr. Banana آئسڪريم پيڪيجنگ کان اميد ڪئي وڃي ٿي ته اهو هڪ تمام گهڻو قدر ڪيل، ساراهيل ۽ پياري تخليق هوندو جيڪو عملي ۽ جدت وارو آهي. هي ڊيزائن جنهن A' Design Award لوهه انعام کٽيو آهي، صنعت جا بهترين طريقا گڏ ڪري ٿو ۽ علم ۽ صلاحيت سان ڳنڍيل قابل ٽيڪنيڪل خاصيتون رکي ٿو. Nestle Mr. Banana آئسڪريم پيڪيجنگ جي سنجيدگيءَ ڪري عزت ڪئي وڃي ٿي ۽ اهو زندگيءَ جي معيار ۾ بهتري آڻڻ لاءِ ٺاهيل آهي جيڪا دنيا کي بهتر جڳهه بڻائڻ ۾ مدد ڪري ٿي.
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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