Nestle Mr. Banana Shaqada Ugu Weyn: Xirmada Baraf-malabka by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Abaalmarinta Birta ah ee A' Design Award in Naqshadeynta Xirmooyinka Competition Category.
BirXirmooyin· 2022
Nestle Mr. Banana Shaqada Ugu Weyn: Xirmada Baraf-malabka
Client: Nestle (China) Ltd.
Abaalmarinta Birta ah ee A' Design Award Winner in Xirmooyin Category
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The Design
About Nestle Mr. Banana Shaqada Ugu Weyn: Xirmada Baraf-malabka
Qoraalka Buugga: Mr. Banana waa naqshad xirmo oo loogu talagalay alaab baraf-malab ah oo lagu iibiyo Shiinaha. Naqshaddani waxay ku soo celinaysaa sumad ganacsi taariikhi ah suuqa iyadoo leh aqoonsi muuqaal cusub oo ku salaysan muusigga rap-ka halkii uu ka ahaan lahaa muusigga rock-ka. Nal indho-la dhaadhac ah oo weyn ayaa lagu daabacay xirmo kasta, taasoo ka dhigaysa alaabta mid muuqata gudaha khaanadaha barafka ee aad u buuxa. Sagaal noocood oo nal indho-la dhaadhac ah ayaa qaba oraahyo kala duwan, iyagoo u oggolaanaya macaamiisha inay doortaan xirmo la mid ah dabeecaddooda ama ay ururiyaan dhammaantood. Baraf-malabka waxaa lagu duudduubay warqad aluminium ah, halka sanduuqa dibedda uu ka sameysan yahay waraaqo deggan bay'adda oo leh sumad dahab ah oo lagu shaabadeeyay.
The Recognition
About the Abaalmarinta Birta ah ee A' Design Award
Nestle Mr. Banana Shaqada Ugu Weyn: Xirmada Baraf-malabka waa guuleystaha Abaalmarinta Birta ah ee A' Design Award, aqoonsi sharaf leh oo la siiyo naqshado wanaagsan oo buuxiya shuruudaha xirfadeed iyo kuwa warshadeed ee laga filayo hal-abuurro si wanaagsan loo naqshadeeyay. Guuleystayaasha Birta waxay muujiyaan xirfad weyn, takhasus sare, fahan khabiir iyo awood hal-abuur oo abuurayaashooda. Nestle Mr. Banana Shaqada Ugu Weyn: Xirmada Baraf-malabka waa hal-abuur la filayo inuu noqdo mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, wax ku ool ah oo cusub. Naqshadahan ku guuleystay Abaalmarinta Birta ah ee A' Design Award wuxuu isku daraa hab-dhaqannada ugu wanaagsan warshadda wuxuuna leeyahay sifooyin farsamo oo karti leh oo ku xiran aqoon iyo hibo. Dhammaystirkeeda awgeed, Nestle Mr. Banana Shaqada Ugu Weyn: Xirmada Baraf-malabka waa mudan ixtiraam, waxaana loo naqshadeeyay inay keento hagaajin nololeed oo ka caawisa in adduunka laga dhigo meel ka wanaagsan.
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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