Nestle Mr. Banana Muzqaymoq qadoqlash dizayni by Blackandgold Shanghai

Nestle Mr. Banana Muzqaymoq qadoqlash dizayni by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Temir Mukofoti in Qadoqlash Dizayni Competition Category.

TemirQadoqlash· 2022

Nestle Mr. Banana Muzqaymoq qadoqlash dizayni

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award Temir Mukofoti Winner in Qadoqlash 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 Muzqaymoq qadoqlash dizayni

Mr. Banana — Xitoyda sotiladigan muzqaymoq mahsuloti uchun yaratilgan qadoqlash dizaynidir. Dizayn rok musiqasi o'rniga rap musiqasiga asoslangan yangi vizual uslub bilan meros brendni bozorga qaytaradi. Har bir qadoqqa katta o'lchamli quyoshdan himoya ko'zoynagi tasviri bosilgan bo'lib, bu mahsulotni gavjum muzlatgich javonlari ichida ajralib turishini ta'minlaydi. To'qqizta ko'zoynak versiyasi turli iboralarni o'z ichiga oladi, bu esa iste'molchilarga o'z shaxsiyatiga mos qadoqni tanlash yoki barchasini yig'ish imkonini beradi. Muzqaymoq alyuminiy folgaga o'ralgan bo'lib, tashqi quti oltin bosma logotipli ekologik toza qog'ozdan tayyorlangan.

The Recognition

About the A' Design Award Temir Mukofoti

Nestle Mr. Banana Muzqaymoq qadoqlash dizayni A' Design Award Temir Mukofotining g‘olibi bo‘lib, bu yaxshi loyihalangan ijodlardan kutiladigan kasbiy va sanoat talablariga javob beradigan yaxshi dizaynlarga beriladigan nufuzli e’tirofdir. Temir g‘oliblari o‘z yaratuvchilarining katta mahorati, yuksak ixtisosligi, mutaxassis tushunchasi va ijodiy salohiyatini namoyon etadi. Nestle Mr. Banana Muzqaymoq qadoqlash dizayni yuqori qadrlanadigan, hayrat bilan qaraladigan va suyukli, amaliy hamda innovatsion ijod bo‘lishi kutiladi. A' Design Award Temir Mukofotini qo‘lga kiritgan ushbu dizayn soha eng yaxshi amaliyotlarini uyg‘unlashtiradi va bilim hamda iste’dod bilan bog‘langan layoqatli texnik xususiyatlarga ega. Nestle Mr. Banana Muzqaymoq qadoqlash dizayni puxtaligi uchun hurmatga sazovor bo‘lib, dunyoni yaxshiroq joyga aylantirishga yordam beradigan hayot sifatini yaxshilashni taqdim etish uchun loyihalangan.

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.