Blackandgold Shanghai ᱨᱮᱱᱟᱜ Nestle Mr. Banana ᱢᱤᱛᱚᱨ ᱵᱟᱱᱟᱱᱟ ᱟᱭᱥᱠᱨᱤᱢ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2022 A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱞᱚᱦᱟᱯᱮᱠᱮᱡᱤᱝ· 2022
Nestle Mr. Banana ᱢᱤᱛᱚᱨ ᱵᱟᱱᱟᱱᱟ ᱟᱭᱥᱠᱨᱤᱢ ᱯᱮᱠᱮᱡᱤᱝ
Blackandgold Shanghai ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Nestle (China) Ltd.
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#128449 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Nestle Mr. Banana ᱢᱤᱛᱚᱨ ᱵᱟᱱᱟᱱᱟ ᱟᱭᱥᱠᱨᱤᱢ ᱯᱮᱠᱮᱡᱤᱝ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱢᱤᱛᱚᱨ ᱵᱟᱱᱟᱱᱟ ᱵᱟᱝ ᱢᱤᱫ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱡᱟᱦᱟᱱ ᱪᱤᱱ ᱨᱮ ᱠᱷᱟᱨᱪ ᱦᱩᱭᱟᱜ ᱟᱭᱥᱠᱨᱤᱢ ᱡᱤᱱᱤᱥ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱮᱴᱟᱜ ᱢᱤᱫ ᱯᱩᱨᱟᱹᱱ ᱵᱨᱟᱸᱰ ᱠᱚ ᱵᱟᱡᱟᱨ ᱨᱮ ᱨᱩᱣᱲ ᱟᱹᱭᱩᱨ ᱟᱠᱟᱱᱟ, ᱚᱠᱟ ᱨᱮ ᱨᱚᱠ ᱢᱟᱨᱟᱝ ᱵᱟᱫᱟᱭ ᱠᱷᱚᱱ ᱨᱮᱯ ᱢᱟᱨᱟᱝ ᱵᱟᱫᱟᱭ ᱵᱟᱰᱟᱭ ᱠᱟᱛᱮ ᱱᱟᱶᱟ ᱫᱮᱠᱷᱟᱣ ᱯᱚᱨᱤᱪᱚᱭ ᱮᱢ ᱟᱠᱟᱱᱟ ᱾ ᱡᱚᱛᱚ ᱯᱮᱠ ᱨᱮ ᱢᱤᱫ ᱢᱟᱨᱟᱝ ᱥᱟᱱ ᱜᱞᱟᱥ (sunglasses) ᱪᱷᱟᱯᱟ ᱠᱟᱱᱟ, ᱚᱱᱟ ᱛᱮ ᱡᱤᱱᱤᱥ ᱠᱚ ᱯᱮᱨᱮᱡᱽ ᱠᱚ ᱨᱮᱱᱟᱜ ᱦᱚᱲ ᱠᱚ ᱟᱫᱮᱨ ᱨᱮᱜᱮ ᱦᱚᱸ ᱰᱷᱟᱹᱲᱤᱡ ᱛᱮ ᱛᱟᱦᱮᱸᱱᱟ ᱾ ᱟᱨᱮ ᱥᱟᱸᱜᱟᱛ (sunglasses) ᱨᱮᱭᱟᱜ ᱟᱭ ᱦᱟᱴ ᱨᱩᱯ ᱨᱮ ᱵᱤᱵᱤᱫᱷ ᱠᱛᱷᱟ ᱚᱞ ᱦᱩᱭᱩᱜ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱛᱮ ᱠᱷᱟᱨᱪ ᱦᱩᱭᱟᱜ ᱦᱚᱲ ᱟᱡ ᱟᱡ ᱨᱮᱭᱟᱜ ᱠᱷᱟᱨᱪ ᱦᱚᱨᱚᱸ ᱦᱚᱲᱢᱚ ᱠᱷᱟᱛᱤᱨ ᱢᱤᱫ ᱯᱮᱠ ᱵᱟᱪᱷᱟᱣ ᱫᱟᱲᱮᱭᱟᱜᱼᱟ, ᱟᱨᱵᱟᱝ ᱡᱚᱛᱚ ᱡᱚᱢᱟᱣ ᱫᱟᱲᱮᱭᱟᱜᱼᱟ ᱾ ᱟᱭᱥᱠᱨᱤᱢ ᱦᱚᱸ ᱮᱞᱩᱢᱤᱱᱤᱭᱟᱢ ᱯᱟᱛᱟ ᱛᱮ ᱚᱲᱟᱜ ᱟᱠᱟᱱᱟ, ᱟᱨ ᱵᱟᱦᱨᱮ ᱵᱚᱠᱥ ᱮᱠᱚ-ᱯᱷᱨᱮᱱᱰᱞᱤ (eco-friendly) ᱠᱟᱜᱚᱡᱽ ᱛᱮ ᱛᱮᱭᱟᱨ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱨᱮ ᱥᱚᱱᱟ ᱨᱚᱝ ᱮᱴᱟᱢᱯ ᱞᱚᱜᱚ ᱪᱷᱟᱯᱟ ᱠᱟᱱᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Nestle Mr. Banana ᱢᱤᱛᱚᱨ ᱵᱟᱱᱟᱱᱟ ᱟᱭᱥᱠᱨᱤᱢ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Nestle Mr. Banana ᱢᱤᱛᱚᱨ ᱵᱟᱱᱟᱱᱟ ᱟᱭᱥᱠᱨᱤᱢ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm - ᱴᱮᱜ ᱠᱚ
- Packaging, ice-cream, banana, China, interaction, social media
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo. - ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in Aug, 2020 and the product is launched in April, 2021.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- All photos credits to blackandgold Shanghai, 2021.
ᱥᱯᱚᱱᱥᱚᱨᱰ
Designers.org ᱠᱷᱚᱱ ᱯᱟᱨᱚᱢ ᱛᱟᱞᱟᱥ
ᱟᱞᱮᱭᱟᱜ ᱵᱤᱜᱽᱭᱟᱯᱚᱱ ᱥᱟᱹᱜᱟᱹᱭ ᱠᱚ ᱠᱷᱚᱱ ᱯᱨᱚᱰᱟᱠᱴ, ᱥᱮᱵᱟ ᱟᱨ ᱢᱚᱠᱟ ᱩᱫᱩᱜ ᱢᱮ᱾
ᱟᱨᱦᱚᱸ ᱠᱷᱚᱡ ᱢᱮ
ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
