Nestle Mr. Banana Isvaffelemballage af Blackandgold Shanghai er en højt anset vinder af den meget prestigefyldte 2022 A' Design Award i Jern i konkurrencekategorien Emballagedesign.
JernEmballage· 2022
Nestle Mr. Banana Isvaffelemballage
Klient: Nestle (China) Ltd.
Vinder af A' Design Award i Jern i kategorien Emballage
Verificeret Prisvinder
Verificer Prisstatus for #128449Designet
Om Nestle Mr. Banana Isvaffelemballage
Bogtekst: Mr. Banana er et emballagedesign skabt til et isprodukt, der sælges i Kina. Designet bringer et traditionsrigt brand tilbage på markedet med en ny visuel identitet baseret på rapmusik i stedet for rockmusik. Et stort par solbriller er trykt på hver pakke, så produktet skiller sig ud i overfyldte fryseskabe. Ni solbrilleversioner bærer forskellige fraser, hvilket giver forbrugerne mulighed for at vælge en pakke, der matcher deres personlighed, eller at samle dem alle. Isen er pakket ind i aluminiumsfolie, og den ydre æske er lavet af miljøvenligt papir med et guldstemplet logo.
Anerkendelsen
Om A' Design Award i Jern
Nestle Mr. Banana Isvaffelemballage er vinder af A' Design Award i Jern, en prestigefyldt anerkendelse, der tildeles gode designs, som opfylder de professionelle og industrielle krav, man forventer af veldesignede skabelser. Jernvinderne viser stor dygtighed, høj specialisering, ekspertforståelse og kreativ kapacitet hos deres skabere. Nestle Mr. Banana Isvaffelemballage forventes at være en højt estimeret, beundret og kær skabelse, der er praktisk og innovativ. Dette design, der har vundet A' Design Award i Jern, integrerer branchens bedste praksis og har kompetente tekniske egenskaber knyttet til knowhow og talent. Nestle Mr. Banana Isvaffelemballage respekteres for sin grundighed og er designet til at levere forbedringer af livskvaliteten, der er med til at gøre verden til et bedre sted.
Bag Designet
Pressemappe
Credits, teammedlemmer og tekniske detaljer leveret af designeren.
- Unikke Egenskaber
- 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.
- Dimensioner & Emballage
- 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
- Produktionsteknologi
- Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo. - Designudfordring
- 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
- Forskning
- 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.
- 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.
- Projektvarighed
- The project started in Aug, 2020 and the product is launched in April, 2021.
- Driftsflow
- 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.
- Teammedlemmer
- Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN - Billedkreditering
- All photos credits to blackandgold Shanghai, 2021.
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