Nestle Mr. Banana Fungsi Utama: Kemasan Ais Krim by Blackandgold Shanghai

Nestle Mr. Banana Fungsi Utama: Kemasan Ais Krim by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Beusi in Desain Bungkusan Competition Category.

BeusiBungkusan· 2022

Nestle Mr. Banana Fungsi Utama: Kemasan Ais Krim

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award Beusi Winner in Bungkusan 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 Fungsi Utama: Kemasan Ais Krim

Téks Buku: Mr. Banana nyaéta desain kemasan anu dijieun pikeun produk és krim anu dijual di Cina. Desain ieu ngahirupkeun deui hiji mérek warisan ka pasar kalayan idéntitas visual anyar anu dumasar kana musik rap tinimbang musik rock. Sapasang kacamata hideung anu badag dicitak dina unggal kemasan, ku kituna produk ieu bisa katémbong écés di antara kemasan-kemasan sanés dina lomari és anu pinuh sesek. Salapan vérsi kacamata hideung mawa frasa-frasa anu béda, ngamungkinkeun konsumén milih kemasan anu cocog jeung kapribadianana atawa ngumpulkeun sadayana. És krim ieu dibungkus ku aluminium foil, sedengkeun kotak luarna dijieun tina kertas ramah lingkungan kalayan logo anu dicap emas.

The Recognition

About the A' Design Award Beusi

Nestle Mr. Banana Fungsi Utama: Kemasan Ais Krim mangrupa juara A' Design Award Beusi, pangakuan anu bergengsi anu dipasihkeun ka desain alus anu minuhan sarat profésional jeung industri anu diharepkeun tina kréasi anu dirarancang alus. Para juara Beusi nunjukkeun kaahlian anu hébat, spésialisasi anu luhur, pamahaman ahli jeung kamampuh kréatif para kréatorna. Nestle Mr. Banana Fungsi Utama: Kemasan Ais Krim diharepkeun jadi kréasi anu dihargaan, dikagumi jeung dipikanyaah anu praktis jeung inovatif. Desain juara A' Design Award Beusi ieu ngalebetkeun prakték pangalusna industri sarta ngabogaan ciri téknis anu mampuh pakait jeung pangweruh praktis jeung bakat. Nestle Mr. Banana Fungsi Utama: Kemasan Ais Krim dihormat pikeun katelitianana sarta dirarancang pikeun méré paningkatan kualitas hirup anu mantuan ngajadikeun dunya tempat nu leuwih hadé.

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.