Nestle Mr. Banana Pambalot ng Ice Cream by Blackandgold Shanghai

Nestle Mr. Banana Pambalot ng Ice Cream by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award na Bakal in Disenyo ng Pakete Competition Category.

BakalPakete· 2022

Nestle Mr. Banana Pambalot ng Ice Cream

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award na Bakal Winner in Pakete 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 Pambalot ng Ice Cream

Ang Mr. Banana ay isang disenyo ng packaging na ginawa para sa isang produktong ice cream na ibinebenta sa Tsina. Ibinabalik ng disenyo ang isang pamanang brand sa merkado gamit ang bagong visual identity na nakabatay sa rap music sa halip na rock music. May malaking pares ng sunglasses na naka-print sa bawat pack, kaya't natatangi ang produkto sa loob ng masisikip na freezer cabinet. Ang siyam na bersyon ng sunglasses ay may kanya-kanyang parirala, na nagbibigay-daan sa mga mamimili na pumili ng pack na tumutugma sa kanilang personalidad o kolektahin ang lahat ng ito. Nakabalot ang ice cream sa aluminum foil, at ang panlabas na kahon ay gawa sa eco-friendly na papel na may gold stamped na logo.

The Recognition

About the A' Design Award na Bakal

Ang Nestle Mr. Banana Pambalot ng Ice Cream ay nagwagi ng A' Design Award na Bakal, isang prestihiyosong pagkilalang iginagawad sa mga mahuhusay na disenyong tumutugon sa mga propesyonal at pang-industriyang kinakailangang inaasahan sa mga mahusay na pagkakadisenyong likha. Ang mga nagwagi ng Bakal ay nagpapakita ng dakilang husay, mataas na espesyalisasyon, dalubhasang pag-unawa at kakayahang malikhain ng kanilang mga lumikha. Inaasahang ang Nestle Mr. Banana Pambalot ng Ice Cream ay isang lubos na pinahahalagahan, hinahangaan at minamahal na likhang praktikal at makabago. Ang disenyong ito na nagwagi ng A' Design Award na Bakal ay nagsasama ng pinakamahuhusay na kasanayan ng industriya at may mahuhusay na katangiang teknikal na may kasamang kaalaman at talento. Ang Nestle Mr. Banana Pambalot ng Ice Cream ay iginagalang dahil sa kaingatan nito at idinisenyo upang maghatid ng mga pagpapabuti sa kalidad ng buhay na tumutulong gawing mas mabuting lugar ang mundo.

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.