Nestle Mr. Banana Ukuphakwa Kukagelathi Wamakhrimu by Blackandgold Shanghai

Nestle Mr. Banana Ukuphakwa Kukagelathi Wamakhrimu by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Umklomelo Wensimbi we-A' Design Award in Ukudizayina Ukupakisha Competition Category.

InsimbiUkupakisha· 2022

Nestle Mr. Banana Ukuphakwa Kukagelathi Wamakhrimu

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

Umklomelo Wensimbi we-A' Design Award Winner in Ukupakisha Category

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The Design

About Nestle Mr. Banana Ukuphakwa Kukagelathi Wamakhrimu

UMnu. Banana ngumklamo wokuphakwa owenzelwe umkhiqizo wogelathi wamakhrimu othengiswa eChina. Lo mklamo ubuyisela ibhrendi elinomlando emakethe ngobunikazi obubonakalayo obusha obususelwa kumculo we-rap esikhundleni somculo we-rock. Izibuko ezinkulu zelanga zicindezelwe kuphakethe ngalinye, ukuze umkhiqizo uzibonakalise phakathi kwamakhabethe okugcina izinto eziqandayo agcwele. Izinhlobo eziyisishiyagalolunye zezibuko zelanga zithwele amagama ahlukene, okuvumela abathengi ukuthi bakhethe iphakethe elihambisana nobuntu babo noma baqoqe wonke. Ugelathi ugoqwe ngefoyili ye-aluminiyamu, kanti ibhokisi elingaphandle lenziwe ngephepha elivikela imvelo elinelogo ecindezelwe ngegolide.

The Recognition

About the Umklomelo Wensimbi we-A' Design Award

Nestle Mr. Banana Ukuphakwa Kukagelathi Wamakhrimu iwinile uMklomelo Wensimbi we-A' Design Award, ukwaziswa okuhloniphekile okunikezwa imiklamo emihle ehlangabezana nezidingo zobungcweti nezemboni ezilindelekile ezimpahleni ezihlelwe kahle. Abawinile beNsimbi babonisa ikhono elikhulu, ubungcweti obuphezulu, ukuqonda kochwepheshe namandla okudala abadali babo. Nestle Mr. Banana Ukuphakwa Kukagelathi Wamakhrimu ilindeleke ukuba ibe yinto exatshwa kakhulu, edunyiswayo nethandwayo esebenzayo nenezinto ezintsha. Lo mklamo owinile uMklomelo Wensimbi we-A' Design Award uhlanganisa izindlela ezinhle kakhulu zemboni futhi unezimfanelo zobuchwepheshe ezifanelekile ezihlanganiswe nolwazi nethalente. Nestle Mr. Banana Ukuphakwa Kukagelathi Wamakhrimu iyahlonishwa ngenxa yokucophelela kwayo futhi ihlelelwe ukulethela izinguquko zomgangatho wempilo ezisiza ukwenza umhlaba ube yindawo engcono.

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.