Nestle Mr. Banana Embalaža za sladoled by Blackandgold Shanghai

Nestle Mr. Banana Embalaža za sladoled by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Železna nagrada A' Design Award in Oblikovanje embalaže Competition Category.

ŽeleznaEmbalaža· 2022

Nestle Mr. Banana Embalaža za sladoled

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

Železna nagrada A' Design Award Winner in Embalaža 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 Embalaža za sladoled

Gospod Banana je oblikovanje embalaže, ustvarjeno za izdelek sladoleda, ki se prodaja na Kitajskem. Zasnova vrača tradicionalno blagovno znamko na trg z novo vizualno identiteto, tokrat temelječo na rap glasbi namesto na rock glasbi. Na vsakem pakiranju je natisnjen velik par sončnih očal, zaradi česar izdelek izstopa med gnečo v zamrzovalnih omarah. Devet različic sončnih očal nosi različne fraze, kar potrošnikom omogoča, da izberejo pakiranje, ki ustreza njihovi osebnosti, ali da zberejo vse različice. Sladoled je zavit v aluminijasto folijo, zunanja škatla pa je izdelana iz okolju prijaznega papirja z zlato tiskanim logotipom.

The Recognition

About the Železna nagrada A' Design Award

Nestle Mr. Banana Embalaža za sladoled je prejemnik Železne nagrade A' Design Award, prestižnega priznanja, ki se podeljuje dobrim oblikovanjem, ki izpolnjujejo profesionalne in industrijske zahteve, pričakovane od dobro zasnovanih stvaritev. Prejemniki Železne nagrade kažejo veliko spretnost, visoko specializacijo, strokovno razumevanje in ustvarjalne zmožnosti svojih ustvarjalcev. Od Nestle Mr. Banana Embalaža za sladoled se pričakuje, da bo visoko cenjena, občudovana in ljubljena stvaritev, ki je praktična in inovativna. To oblikovanje, nagrajeno z Železno nagrado A' Design Award, vključuje najboljše prakse panoge in ima kompetentne tehnične lastnosti, povezane s strokovnim znanjem in talentom. Zaradi svoje temeljitosti si Nestle Mr. Banana Embalaža za sladoled zasluži spoštovanje in je zasnovan tako, da zagotavlja izboljšave kakovosti življenja, ki pomagajo narediti svet boljši kraj.

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.