Nestle Mr. Banana Isipakethe seAyisikrimu ngu-Blackandgold Shanghai

Uyilo olubizwa ngokuba yi-Nestle Mr. Banana Isipakethe seAyisikrimu olwenziwe ngu-Blackandgold Shanghai ngumwini obekekileyo webhaso elinobukhazikhazi le-2022 Ibhaso Lentsimbi le-A' Design Award Kudidi Lokhuphiswano lwe-Uyilo lwePakheji.

IntsimbiIpakheji· 2022

Nestle Mr. Banana Isipakethe seAyisikrimu

ngu Blackandgold Shanghai

Umxhasi: Nestle (China) Ltd.

Umwini we-Ibhaso Lentsimbi le-A' Design Award Kudidi Lwe-Ipakheji

14,504

Umwini Webhaso Oqinisekisiweyo

Qinisekisa Isimo Sebhaso se-#128449

Jonga kwi-A' Design Award Uxwebhu Lweendaba Ibheji Yembasa

Imibala

Uyilo

Malunga ne-Nestle Mr. Banana Isipakethe seAyisikrimu

UMnu. Banana yiyilo lesipakethe eyenzelwe imveliso yeayisikrimu ethengiswa eChina. Uyilo lubuyisela umqondiso wembali entsimini yezothengiso ngesazisi esitsha esibonakalayo esisekwe kumculo we-rap kunokuba kube ngumculo we-rock. Ipara enkulu yeeglasi zelanga icinywe kwiphakethe ngalinye, ukuze imveliso ime ngokwahlukileyo phakathi kweefriza ezixineneyo. Iindidi ezilithoba zeeglasi zelanga ziphethe amabinzana ahlukeneyo, oku kuvumela abathengi ukuba bakhethe iphakethe elihambelana nobuntu babo okanye baqokelele zonke. Iayisikrimu igoqwe ngefowoyile yealuminiyam, ibhokisi engaphandle yenziwe ngephepha elikhathalela imvelo elinombane wegolide onyibiliziweyo onomqondiso wenkampani.

Ukuqatshelwa

Malunga ne-Ibhaso Lentsimbi le-A' Design Award

Nestle Mr. Banana Isipakethe seAyisikrimu ngumphumeleli weIbhaso Lentsimbi le-A' Design Award, ukuqatshelwa okuhlonitshwayo okunikwa imiyilo elungileyo eyanelisa iimfuno zobungcali neemveliso ezilindelekileyo kwimveliso ezicwangciswe kakuhle. Abaphumeleleyo beNtsimbi babonisa ubuchule obukhulu, ubuchule obuphezulu, ukuqonda kwengcali namandla okuyila abayili babo. Nestle Mr. Banana Isipakethe seAyisikrimu iyathenjwa ukuba ibe yimveliso exatyiswa kakhulu, edunyiswayo nethandwayo esebenzayo neyinto entsha. Lo myilo uphumeleleyo weIbhaso Lentsimbi le-A' Design Award udibanisa iindlela ezilungileyo kakhulu zemboleko kwaye unezimpawu zobuchwephesha ezifanelekileyo ezidityaniswe nolwazi netalente. Nestle Mr. Banana Isipakethe seAyisikrimu iyahlonelwa ngenxa yenkcukacha yayo kwaye yacwangciselwa ukunika uphuculo lomgangatho wobomi olunceda ukwenza ihlabathi libe yindawo engcono.

Emva Koyilo

Ikhithi Yeendaba

Iziqinisekiso, amalungu eqela kunye neenkcukacha zobugcisa ezinikezelwe ngumyili.

Iimpawu Ezizodwa: 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.
Imilinganiselo nePakishini: Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm
Iithegi: Packaging, ice-cream, banana, China, interaction, social media
Ubuchwepheshe Bokuvelisa: Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo.
Umngeni Woyilo: 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
Uphando: 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.
Inkuthazo: 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.
Ubude Beprojekthi: The project started in Aug, 2020 and the product is launched in April, 2021.
Ukuhamba Komsebenzi: 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.
Amalungu Eqela: Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Amagunya Emifanekiso: All photos credits to blackandgold Shanghai, 2021.