Blackandgold Shanghai tarapyndan Nestle Mr. Banana Esasy Funksiýa: Doňdurma Gaby

Blackandgold Shanghai tarapyndan döredilen Nestle Mr. Banana Esasy Funksiýa: Doňdurma Gaby dizaýny Gaplama Dizaýny Bäsleşik Kategoriýasynda 2022 A' Design Award Demir Baýragy baýragynyň abraýly ýeňijisidir.

DemirGaplama· 2022

Nestle Mr. Banana Esasy Funksiýa: Doňdurma Gaby

dizaýner: Blackandgold Shanghai

Müşderi: Nestle (China) Ltd.

Gaplama Kategoriýasynda A' Design Award Demir Baýragy Ýeňijisi

15,030

Tassyklanan Baýrak Ýeňijisi

#128449 üçin Baýrak Ýagdaýyny Barlaň

A' Design Award-da görüň Metbugat beýannamasy Baýrak nyşany

Reňkler

Dizaýn

Nestle Mr. Banana Esasy Funksiýa: Doňdurma Gaby hakynda

Kitap Teksti: Mr. Banana Hytaýda satylýan doňdurma önümi üçin döredilen gap dizaýnydyr. Bu dizaýn miras galan bir brendi, rok aýdymlarynyň deregine reper aýdymlaryna esaslanan täze wizual şahsyýet bilen bazara gaýtaryp getirýär. Her gabyň üstünde uly göwrümli äýnek şekili çap edilendir, şeýlelikde önüm doly doňduryjy witrinalaryň arasynda göze görnükli bolýar. Dokuz dürli äýnek nusgasy, dürli sözlemleri özünde jemleýär, bu bolsa sarp edijilere öz şahsyýetine laýyk gaby saýlamaga ýa-da olaryň ählisini ýygnamaga mümkinçilik berýär. Doňdurma alýumin folga bilen oralan, daşky gutusy bolsa ekologiýa taýdan arassa kagyzdan ýasalyp, altyn reňkli möhürlenen logotip bilen bezelendir.

Ykrar etme

A' Design Award Demir Baýragy hakynda

Nestle Mr. Banana Esasy Funksiýa: Doňdurma Gaby A' Design Award Demir Baýragynyň ýeňijisidir; bu gowy dizaýn edilen eserlerden garaşylýan hünär we senagat talaplaryny kanagatlandyrýan gowy dizaýnlara berilýän abraýly ykrarnamadyr. Demir ýeňijileri döredijileriniň uly başarnygyny, ýokary ugurlaşygyny, hünärmen düşünjesini we döredijilik ukybyny görkezýär. Nestle Mr. Banana Esasy Funksiýa: Doňdurma Gaby uly baha berilýän, haýran galynýan we söýülýän, amaly we täzelikçi eser bolmagy garaşylýar. A' Design Award Demir Baýragyny gazanan bu dizaýn pudagyň iň oňat tejribelerini birleşdirýär we bilim we zehin bilen baglanyşykly ukyply tehniki aýratynlyklara eýedir. Nestle Mr. Banana Esasy Funksiýa: Doňdurma Gaby jikme-jikligi üçin hormatlanylýar we dünýäni has gowy ýere öwürmäge kömek edýän ýaşaýyş hilini gowulandyrýan zatlary hödürlemek üçin dizaýn edilendir.

Dizaýnyň sahna arkasy

Metbugat toplumy

Dizaýner tarapyndan berlen kreditler, topar agzalary we tehniki maglumatlar.

Üýtgeşik Aýratynlyklar: 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.
Ölçegler we Gaplama: Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm
Bellikler: Packaging, ice-cream, banana, China, interaction, social media
Önümçilik Tehnologiýasy: Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo.
Dizaýn Kynçylygy: 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
Gözleg: 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.
Ylham: 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.
Taslama Dowamlylygy: The project started in Aug, 2020 and the product is launched in April, 2021.
Iş Akymy: 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.
Topar Agzalary: Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Surat Awtorlary: All photos credits to blackandgold Shanghai, 2021.