Nestle Mr. Banana Aţaḍliḍelt n Ubaninu (Mr. Banana) sɣur Blackandgold Shanghai d anerbaz yettwaqadren meqqren n 2022 Tarbaḥt A' Design Award n Uzzal deg Taggayt n Tnaflit n Afeṣṣel n Ukemmus.
UzzalAkemmus· 2022
Nestle Mr. Banana Aţaḍliḍelt n Ubaninu (Mr. Banana)
Amsaɣ: Nestle (China) Ltd.
Anerbaz n Tarbaḥt A' Design Award n Uzzal deg Taggayt n Akemmus
Anerbaz n Urraz Yettwasenqden
Senqed Addad n Urraz i #128449Afeṣṣel
Ɣef Nestle Mr. Banana Aţaḍliḍelt n Ubaninu (Mr. Banana)
Aḍris n tektabt: Mr. Banana d asuneɣ n uțaḍliḍelt yettwaxedmen i ufaris n lglas yettwazenzen di Ccinwa. Asuneɣ-agi yettarra-d asekkil aqbuṛ ɣer ssuq s tmagit tamaynut tabaduft ɣef umuzik n rap deg umkan n rock. Yiwet n tgejdit tameqqrant n tbeṭṭutin n tafat tettwaseɣbel ɣef yal taɣbalut, iwakken afaris ad d-iban gar tewwaguza n ufranij i ččuren. Ttesɛa (9) n tewsatin n tbeṭṭutin n tafat, mkul yiwet tewwi-d timenna yemxalafen, ayen i d-yeǧǧan imsaɣen ad fernen taɣbalut i yemṣadan akked wudem-nsen neɣ ad jemɛen akk-itent. Lglas yettwaḍlaq s ufilm n aluminyum, taɣbalut tazegzawt tettwaxdem s waṭas s waraq i iɣef ur yesɛi ara lɣaci ɣef tsertit n tnadyaɣt, s tsura n ddheb i d-iban fell-as.
Asmekti
Ɣef Tarbaḥt A' Design Award n Uzzal
Nestle Mr. Banana Aţaḍliḍelt n Ubaninu (Mr. Banana) d amerbaḥ n Tarbaḥt A' Design Award n Uzzal, tagmat i yisnulfa yelhan i yemmalen ayen i d-ttrajun yimdanen seg yisnulfa yelhan. Imerbaḥen n Uzzal ttbanen d tmusni, tmahilt d tazmert n yimahilen-nsen. Nestle Mr. Banana Aţaḍliḍelt n Ubaninu (Mr. Banana) ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Isnulfa-a ttwaɛezzen imi ɛawnen deg tudert, rran ddunit ugar n lxir.
Deffir n ufeṣṣel
Tagrurt n tɣamsa
Ismawen n terbaɛt, iferdisen itiknikanen akked telɣut i d-yefka umeṣṣufeɣ.
- Taɣara Tasuft
- 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.
- Tigejdiwin & Akemmus
- Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm - Tibzimin
- Packaging, ice-cream, banana, China, interaction, social media
- Tasnakta n Ufares
- Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo. - Asewḥel n Usnulfu
- 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
- Anadi
- 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.
- Aseḥbiber
- 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.
- Tanzagt n Usenfar
- The project started in Aug, 2020 and the product is launched in April, 2021.
- Tanila n Umahil
- 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.
- Igmamen n Terbaɛt
- Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN - Imsuren n Tugniwin
- All photos credits to blackandgold Shanghai, 2021.
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