Nestle Mr. Banana Mosebetsi wa Mantlha: Sepakete sa Ice Cream by Blackandgold Shanghai

Nestle Mr. Banana Mosebetsi wa Mantlha: Sepakete sa Ice Cream by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Moputso oa Tšepe oa A' Design Award in Moralo wa Phuthelo Competition Category.

TšepePhuthelo· 2022

Nestle Mr. Banana Mosebetsi wa Mantlha: Sepakete sa Ice Cream

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

Moputso oa Tšepe oa A' Design Award Winner in Phuthelo 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 Mosebetsi wa Mantlha: Sepakete sa Ice Cream

Mongolo wa Buka: Mr. Banana ke moralo wa sepakete o entsweng bakeng sa sehlahiswa sa ice cream se rekiswang Chaena. Moralo ona o kgutlisetsa lebenkele la moetlo mmarakeng ka boitsebahatso bo botjha ba pono bo thehiloeng ho mmino wa rap ho fapana le mmino wa rock. Diporofeta tse kgolo tsa letsatsi di hatisitswe sepaketeng se seng le se seng, e le hore sehlahiswa se hlahelle ka hare ho likabinete tse tletseng tsa refrigerator. Diporofeta tsa letsatsi tse robong di na le mantswe a fapaneng, tse dumellang bareki ho kgetha sepakete se tsamaellanang le botho ba bona kapa ho bokella tsohle. Ice cream e phuthelwe ka aluminium foil, mme lebokose la ka ntle le entswe ka pampiri e sireletsang tikoloho e nang le lebonyo le hatisitsweng ka gauta.

The Recognition

About the Moputso oa Tšepe oa A' Design Award

Nestle Mr. Banana Mosebetsi wa Mantlha: Sepakete sa Ice Cream ke mohapi oa Moputso oa Tšepe oa A' Design Award, kananelo e hlomphehang e fuoang meralo e metle e finyellang litlhoko tsa porofeshenale le tsa indasteri tse lebelletsoeng ho lintho tse hlahisitsoeng tse entsoeng hantle. Bahapi ba Tšepe ba bontša bokhoni bo boholo, bokhethehi bo phahameng, kutloisiso ea litsebi le bokhoni ba boqapi ba baqapi ba bona. Nestle Mr. Banana Mosebetsi wa Mantlha: Sepakete sa Ice Cream e lebelletsoe ho ba ntho e hlahisitsoeng e hlomphuoang haholo, e ratoang le e ratehang, e sebetsang le e nang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Tšepe oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa ea indasteri mme o na le litšobotsi tsa theknoloji tse nang le bokhoni tse amanang le tsebo le talenta. Ka lebaka la botlalo ba eona, Nestle Mr. Banana Mosebetsi wa Mantlha: Sepakete sa Ice Cream e tšoanelehela tlhompho mme e entsoe ho fana ka ntlafatso ea bophelo e thusang ho etsa hore lefatše le be sebaka se molemo.

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.