Nestle Mr. Banana 香蕉先生雪糕包装 by Blackandgold Shanghai

Nestle Mr. Banana 香蕉先生雪糕包装 by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award 鐵獎 in 包裝設計 Competition Category.

鐵包裝· 2022

Nestle Mr. Banana 香蕉先生雪糕包装

by Blackandgold Shanghai

Client: Nestle (China) Ltd.

A' Design Award 鐵獎 Winner in 包裝 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 香蕉先生雪糕包装

呢個包装設計係為一款喺中國銷售嘅雪糕產品而創作嘅。設計將一個傳承品牌重新帶返市場，以說唱音樂而非搖滾音樂為基礎，打造全新嘅視覺形象。每個包裝上都印住一副大大嘅太陽眼鏡，令產品喺擠迫嘅雪櫃陳列中都能夠脫穎而出。九款唔同嘅太陽眼鏡版本各自配上唔同嘅字句，等消費者可以揀選一款切合自己個性嘅包裝，又或者收集齊全套。雪糕以鋁箔包裹，外盒則採用環保紙張製作，並燙上金色標誌。

The Recognition

About the A' Design Award 鐵獎

Nestle Mr. Banana 香蕉先生雪糕包装是 A' Design Award 鐵獎得主，這是授予滿足人們對設計精良的創作所期待的專業與工業要求的優良設計的聲望認可。鐵獎得主展現出其創作者的高超技藝、高度專業化、專家級的理解力和創造能力。預計Nestle Mr. Banana 香蕉先生雪糕包装將成為一件備受推崇、令人欽佩且被珍愛的創作，既實用又創新。這件贏得 A' Design Award 鐵獎的設計整合了行業最佳實踐，並擁有與專業知識和才華相結合的稱職技術特性。Nestle Mr. Banana 香蕉先生雪糕包装因其嚴謹而受到尊重，旨在提供有助於讓世界變得更美好的生活品質改善。

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.