Nestle Mr. Banana Ice Cream by Blackandgold Shanghai

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DESIGN DETAILS
DESIGN NAME:
Nestle Mr. Banana

PRIMARY FUNCTION:
Ice Cream

INSPIRATION:
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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
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.

PROJECT DURATION AND LOCATION:
The project started in Aug, 2020 and the product is launched in April, 2021.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Aluminum Foil for ice-cream packaging. Eco-friendly paper for box with gold stamp for Nestle logo.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm Paper box: Width 40mm x Depth 60mm x Height 85mm

TAGS:
Packaging, ice-cream, banana, China, interaction, social media

RESEARCH ABSTRACT:
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.

CHALLENGE:
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

ADDED DATE:
2021-07-08 11:50:38

TEAM MEMBERS (6) :
Creative Director: Yang LI, Designer: Yu KANG, Designer: Junjun SHENG, Managing Director: Lei ZHANG, Strategic Planner: Xincheng ZHUANG and 3D rendering: Jianhui CHEN

IMAGE CREDITS:
All photos credits to blackandgold Shanghai, 2021.

CLIENT/STUDIO/BRAND DETAILS
NAME:
Nestle (China) Ltd.

PROFILE:
As the world’s largest food and beverage company Nestle is driven by a simple aim: unlocking the power of food to enhance quality of life for everyone, today and for generations to come. To deliver on this, Nestle serves with passion, with a spirit of excellence, offering products and services for all stages of life, every moment of the day, helping people care for themselves and their families.

NOMINATION DETAILS

Nestle Mr. Banana Ice Cream by Blackandgold Shanghai is a Nominee in Packaging Design Category.

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AWARD DETAILS

Nestle Mr. Banana Ice Cream by Blackandgold Shanghai is Winner in Packaging Design Category, 2021 - 2022.



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