Nestle Mr. Banana Pacáistíocht Uachtar Reoite le Blackandgold Shanghai

Is buaiteoir an-mheasúil den ghradam fíor-ardghradamach 2022 Duais Iarainn A' Design Award sa Chatagóir Comórtais Dearadh Pacáistíochta é an dearadh Nestle Mr. Banana Pacáistíocht Uachtar Reoite le Blackandgold Shanghai.

IarannPacáistíocht· 2022

Nestle Mr. Banana Pacáistíocht Uachtar Reoite

le Blackandgold Shanghai

Cliant: Nestle (China) Ltd.

Buaiteoir an ghradaim Duais Iarainn A' Design Award sa Chatagóir Pacáistíocht

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Buaiteoir Gradaim Fíoraithe

Fíoraigh Stádas Gradaim do #128449

Féach ag A' Design Award Preasráiteas Suaitheantas Gradaim

Dathanna

An Dearadh

Maidir le Nestle Mr. Banana Pacáistíocht Uachtar Reoite

Is dearadh pacáistíochta é Mr. Banana a cruthaíodh do tháirge uachtar reoite a dhíoltar sa tSín. Tugann an dearadh branda oidhreachtúil ar ais sa mhargadh le féiniúlacht amhairc nua bunaithe ar cheol rap in ionad ceoil rac. Tá péire mór spéaclaí gréine clóite ar gach paca, sa chaoi go seasann an táirge amach istigh i gcaibinéid reoiteora atá plódaithe. Iompraíonn naoi leagan de na spéaclaí gréine frásaí difriúla, rud a fhágann gur féidir le tomhaltóirí paca a roghnú a thagann lena bpearsantacht féin, nó iad go léir a bhailiú. Tá an uachtar reoite fillte i scragall alúmanaim, agus tá an bosca seachtrach déanta de pháipéar neamhdhíobhálach don chomhshaol le lógó a bhfuil stampa órga air.

An Aitheantas

Maidir leis an Duais Iarainn A' Design Award

Bhuaigh an dearadh Nestle Mr. Banana Pacáistíocht Uachtar Reoite Duais Iarainn A' Design Award, aitheantas gradamach a bhronntar ar dhea-dhearaí a chomhlíonann na riachtanais ghairmiúla agus thionsclaíocha a bhíonn á n-éileamh ó chruthuithe a ndearnadh go maith iad. Léiríonn buaiteoirí Iarainn scil mhór, speisialtóireacht ard, tuiscint saineolaí agus cumas cruthaitheach a gcruthaitheoirí. Táthar ag súil go mbeidh an dearadh Nestle Mr. Banana Pacáistíocht Uachtar Reoite ina chruthú a bhfuil an-mheas air, a n-ardaítear agus a ghráitear atá praiticiúil agus nuálach. Comhtháthaíonn an dearadh seo a bhuaigh Duais Iarainn A' Design Award na cleachtais is fearr sa tionscal agus tá saintréithe teicniúla inniúla aige nasctha le heolas agus le tallann. Tá meas ar an dearadh Nestle Mr. Banana Pacáistíocht Uachtar Reoite as a dhúthracht agus dearadh é chun feabhsuithe cáilíochta beatha a sholáthar a chabhraíonn leis an domhan a dhéanamh ina áit níos fearr.

Taobh Thiar den Dearadh

Pacáiste Preasa

Creidiúintí, baill foirne agus sonraí teicniúla curtha ar fáil ag an dearthóir.

Airíonna Uathúla: 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.
Toisí & Pacáistiú: Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm
Clibeanna: Packaging, ice-cream, banana, China, interaction, social media
Teicneolaíocht Táirgthe: Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo.
Dúshlán Deartha: 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
Taighde: 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.
Inspioráid: 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.
Fad an Tionscadail: The project started in Aug, 2020 and the product is launched in April, 2021.
Sreabhadh Oibríochta: 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.
Baill Foirne: Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Creidiúintí Íomhá: All photos credits to blackandgold Shanghai, 2021.