Nestle Mr. Banana ናይ በሬድ ፓኬጂ ኣይስ ክሪም by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 ናይ ሓጺን ሽልማት A' Design Award in ንድፊ ማዕሸጊ Competition Category.
ሓጺንማዕሸጊ· 2022
Nestle Mr. Banana ናይ በሬድ ፓኬጂ ኣይስ ክሪም
Client: Nestle (China) Ltd.
ናይ ሓጺን ሽልማት A' Design Award Winner in ማዕሸጊ Category
Verified Award Winner
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About Nestle Mr. Banana ናይ በሬድ ፓኬጂ ኣይስ ክሪም
ሚስተር ባናና ኣብ ቻይና ዝሽየጥ ናይ ኣይስ ክሪም ፍርያት ንምጥቅላል ዝተሰርሐ ናይ ፓኬጂ ዲዛይን እዩ። እዚ ዲዛይን ንሓደ ዝነኣድ ብራንድ ናብ ዕዳጋ ብሓድሽ ትርኢታዊ መንነት ዝምለስ እንትኾን፣ ኣብ ክንዲ ሮክ ሙዚቃ ኣብ ራፕ ሙዚቃ ዝተሰረተ እዩ። ኣብ ነፍሲ ወከፍ ፓኬት ዓቢ ጽምዲ መነጸር ጸሓይ ተሓቲሙ ስለ ዘሎ፣ እቲ ፍርያት ኣብ ውሽጢ ጽዑቕ ፍርዘር ካቢነታት ብንጹር ይረኣይ። ትሽዓተ ዝተፈላለየ ዓይነታት መነጸር ጸሓይ ዝተፈላለየ ሓሳብ ዝሓዙ ኮይኖም፣ ተጠቀምቲ ምስ ባህርያቶም ዝሰማማዕ ፓኬት ክመርጹ ወይ ንኹሎም ክእክቡ ዕድል ይህቦም። እቲ ኣይስ ክሪም ብኣልሙኒየም ፎይል ዝተጠቕለለ ኮይኑ፣ እቲ ደገ ዝርከብ ሳንዱቕ ካብ ስነ-ምህዳራዊ ፈተውቲ ወረቐት ተሰርሑ፣ ብወርቃዊ ማህተም ዝተኸተመ ኣርማ ዘለዎ እዩ።
The Recognition
About the ናይ ሓጺን ሽልማት A' Design Award
Nestle Mr. Banana ናይ በሬድ ፓኬጂ ኣይስ ክሪም ናይ ሓጺን ሽልማት A' Design Award ዝዓወተ እዩ፣ ካብ ጽቡቕ ዝተዳለዉ ፍጥረታት ዝጽበዩ ሞያውን ኢንዱስትሪኣውን ጠለባት ንዝመላኡ ጽቡቓት ዲዛይናት ዝወሃብ ክቡር ኣፍልጦ። ዘዓወቱ ሓጺን ዓቢ ክእለት፣ ልዑል ፍሉይነት፣ ክኢላዊ ርድኢትን ፈጠራዊ ዓቕምን ፈጣርዮም የርእዩ። Nestle Mr. Banana ናይ በሬድ ፓኬጂ ኣይስ ክሪም ብብዙሕ ዝተመነየ፣ ዝደነቐን ዝፈተዎን፣ ተግባራውን ሓድሽን ፍጥረት ክኾን ይጽበ። እዚ ዝዓወተ ዲዛይን ናይ ሓጺን ሽልማት A' Design Award ንዝበለጹ ልምድታት ኢንዱስትሪ የጣምር፣ ምስ ፍልጠትን ተውህቦን ዝተኣሳሰሩ ብቑዓት ቴክኒካውያን ባህርያት ድማ ኣለዎ። Nestle Mr. Banana ናይ በሬድ ፓኬጂ ኣይስ ክሪም ብጥንቃቐኡ ይኽበር፣ ንዓለም ዝሓሸ ቦታ ክትኸውን ዝሕግዙ ምምሕያሻት መዓርግ ህይወት ንምቕራብ ድማ ዝተዳለወ እዩ።
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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