Nestle Mr. Banana Embalatge de Gelat per Blackandgold Shanghai

Lo dissènh Nestle Mr. Banana Embalatge de Gelat per Blackandgold Shanghai es un laureat autfo estimfo del prestigfo 2022 A' Design Award de Fèrre dins la Categoria de Competfo Dissènh d'Embalatge.

FèrreEmbalatge· 2022

Nestle Mr. Banana Embalatge de Gelat

per Blackandgold Shanghai

Client : Nestle (China) Ltd.

Laureat del A' Design Award de Fèrre dins la Categoria Embalatge

15,030

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Lo Concèpte

A prepaus de Nestle Mr. Banana Embalatge de Gelat

Mr. Banana es un disseny d'embalatge creat per a un produch de gelat vendut en China. Lo disseny torna una marca patrimoniala sul mercat amb una novèla identitat visuala basada sus la musica rap en luòc de la musica rock. Una granda paire d'ulhèiras de solelh es estampada sus cada paquet, de sòrta que lo produch se destaca dins los armaris frigorifics sobrecargats. Nòu versions d'ulhèiras de solelh pòrtan de fràsas diferentas, permetent als consomators de causir un paquet que correspond a lor personalitat o de las collectar totas. Lo gelat es envolopat dins de papièr d'alumini, e la bóstia exteriora es facha de papièr ecologic amb un logò estampat en aur.

La Reconoissença

A prepaus del A' Design Award de Fèrre

Nestle Mr. Banana Embalatge de Gelat a ganhat la distincion A' Design Award de Fèrre, una reconeissença prestigiosa acordada a de bons designs que respondon a las exigéncias professionalas e industrialas esperadas de creacions plan concebudas. Los ganhaires del Fèrre demòstran una granda abilitat, una nauta especializacion, una comprenedura d'expèrt e la capacitat creativa de lors creators. S'espèra que Nestle Mr. Banana Embalatge de Gelat siá una creacion fòrça considerada, admirada e estimada, practica e innovanta. Aqueste design ganhaire de la distincion A' Design Award de Fèrre integra las melhoras practicas del sector e a de caracteristicas tecnicas competentas ligadas a un saber-far e a un talent. Per son rigor, Nestle Mr. Banana Embalatge de Gelat merita lo respècte e es destinat a aportar de melhoraments a la qualitat de la vida que ajudan a far del mond un luòc melhor.

Darrièr lo concèpte

Kit de premsa

Crèdits, membres de l'equipa e detalhs tecnics fornits pel designer.

Proprietats Unicas: 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 e Embalatge: Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm
Etiquetas: Packaging, ice-cream, banana, China, interaction, social media
Tecnologia de Produccion: Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo.
Desaffo de Dissènh: 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
Recèrca: 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.
Inspiracion: 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.
Durada del Projècte: The project started in Aug, 2020 and the product is launched in April, 2021.
Flux Operacional: 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.
Membres de l'Equipa: Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Crèdits d'Imatges: All photos credits to blackandgold Shanghai, 2021.