Nestle Mr. Banana Iṣẹ́ Àkọ́kọ́: Ìdì Ohun Èlò fún Yìnyín Ìpanu (Ice Cream) by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Àmì-ẹ̀yẹ Irin A' Design Award in Àpẹẹrẹ Ìdìpò Competition Category.
IrinÌdìpò· 2022
Nestle Mr. Banana Iṣẹ́ Àkọ́kọ́: Ìdì Ohun Èlò fún Yìnyín Ìpanu (Ice Cream)
Client: Nestle (China) Ltd.
Àmì-ẹ̀yẹ Irin A' Design Award Winner in Ìdìpò Category
Verified Award Winner
Verify Award Status for #128449The Design
About Nestle Mr. Banana Iṣẹ́ Àkọ́kọ́: Ìdì Ohun Èlò fún Yìnyín Ìpanu (Ice Cream)
Ọ̀rọ̀ Ìwé: Mr. Banana jẹ́ ìṣẹ́dá ìdì ohun èlò tí a ṣe fún ọjà yìnyín ìpanu tí a ń tà ní China. Ìṣẹ́dá yìí mú ami-ọjà àtijọ́ padà wá sí ọjà pẹ̀lú ìrísí tuntun tí ó dá lórí orin rap dípò orin rock. A tẹ ìwo dídán (sunglasses) ńlá sórí ìdì kọ̀ọ̀kan, kí ọjà náà lè fi ara hàn dáadáa nínú àwọn àpótí tútù tí ó kún fún ọjà. Àwọn ìwo dídán mẹ́sàn-án ló wà, kọ̀ọ̀kan tí ó ní ọ̀rọ̀ tirẹ̀, èyí tí ó jẹ́ kí àwọn oníbàárà lè yan ìdì tí ó bá ìwà wọn mu, tàbí kí wọ́n kó gbogbo rẹ̀ jọ. A fi bébà fàdákà (aluminum foil) wé yìnyín ìpanu náà, àpótí ìta rẹ̀ sì jẹ́ ti bébà tí kò ṣe léwu fún àyíká, tí a sì fi àmì búrẹ́dì wúrà (gold stamped logo) sí orí rẹ̀.
The Recognition
About the Àmì-ẹ̀yẹ Irin A' Design Award
Nestle Mr. Banana Iṣẹ́ Àkọ́kọ́: Ìdì Ohun Èlò fún Yìnyín Ìpanu (Ice Cream) jẹ́ olùborí Àmì-ẹ̀yẹ Irin A' Design Award, ìdánimọ̀ olókìkí tí a fún àwọn àwòṣe tó dára tí wọ́n pàdé àwọn ohun tí iṣẹ́ àti ilé-iṣẹ́ nílò tí a retí láti ọ̀dọ̀ àwọn ẹ̀dá tí a ṣàwòṣe dáradára. Àwọn olùborí Irin ń fi ìjáfáfá ńlá, ìmọ̀ pàtó gíga, òye ògbóǹtarìgì àti agbára ìṣẹ̀dá àwọn olùṣẹ̀dá wọn hàn. A retí pé Nestle Mr. Banana Iṣẹ́ Àkọ́kọ́: Ìdì Ohun Èlò fún Yìnyín Ìpanu (Ice Cream) yóò jẹ́ ẹ̀dá tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó wúlò tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Irin A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ ilé-iṣẹ́ jọ, ó sì ní àwọn ànímọ́ ìmọ̀-ẹ̀rọ tó péye tí a so mọ́ ìmọ̀ ṣíṣe àti ẹ̀bùn. A bọ̀wọ̀ fún Nestle Mr. Banana Iṣẹ́ Àkọ́kọ́: Ìdì Ohun Èlò fún Yìnyín Ìpanu (Ice Cream) nítorí ìfọ̀kànbalẹ̀ rẹ̀, a sì ṣàwòṣe rẹ̀ láti pèsè ìmúdára ìgbésí ayé tó ń ran ayé lọ́wọ́ láti di ibi tó dára jù.
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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