Nestle Mr. Banana Pacáistíocht Uachtar Reoite le Blackandgold Shanghai

Tha Nestle Mr. Banana Pacáistíocht Uachtar Reoite le Blackandgold Shanghai na bhuannaiche air leth urramach anns an fharpais chliùitich 2022 Duais Iarainn A' Design Award ann an Roinn Farpais Dealbhadh Pacaidh.

IarannPacadh· 2022

Nestle Mr. Banana Pacáistíocht Uachtar Reoite

le Blackandgold Shanghai

Neach-ceannach: Nestle (China) Ltd.

Buannaiche Duais Iarainn A' Design Award ann an Roinn Pacadh

15,030

Buannaiche Duais Dearbhaichte

Dearbhaich Inbhe na Duaise airson #128449

Seall aig A' Design Award Brath Naidheachd Suaicheantas Duaise

Dathan

An Dealbhadh

Mu dheidhinn Nestle Mr. Banana Pacáistíocht Uachtar Reoite

Is dearadh pacáistíochta é Mr. Banana a cruthaíodh do tháirge uachtair reoite a dhíoltar sa tSín. Tugann an dearadh branda oidhreachta ar ais chuig an margadh le féiniúlacht amhairc nua atá bunaithe ar cheol rap in ionad ceol rac. Tá péire mór spéaclaí gréine clóite ar gach paca, ionas go seasann an táirge amach laistigh de chuisneoirí plódaithe. Iompraíonn naoi leagan de na spéaclaí gréine frásaí éagsúla, rud a chuireann ar chumas tomhaltóirí paca a roghnú a oireann dá bpearsantacht, nó iad go léir a bhailiú. Tá an t-uachtar reoite fillte i scragall alúmanaim, agus tá an bosca seachtrach déanta as páipéar atá neamhdhíobhálach don chomhshaol le lógó órchruthaithe brúite air.

An Aithneachadh

Mu dheidhinn Duais Iarainn A' Design Award

Tha Nestle Mr. Banana Pacáistíocht Uachtar Reoite air Duais Iarainn A' Design Award a bhuannachadh, aithneachadh urramach a bheirear do dhealbhaidhean math a choinnicheas ris na riatanasan proifeiseanta is gnìomhachais a thathar a' sùileachadh bho chruthachaidhean a chaidh an dealbhadh gu math. Tha buannaichean Iarainn a' nochdadh sgil mhòr, speisealachadh àrd, tuigse eòlaiche agus comas cruthachail an luchd-cruthachaidh. Thathar an dùil gum bi Nestle Mr. Banana Pacáistíocht Uachtar Reoite na chruthachadh air a bheil mòran meas, ion-mholta agus gràdhach a tha practaigeach agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Iarainn A' Design Award a' cur nan cleachdaidhean as fheàrr sa ghnìomhachas còmhla agus tha feartan teignigeach comasach aige ceangailte ri eòlas-dèanamh agus tàlant. Tha meas air Nestle Mr. Banana Pacáistíocht Uachtar Reoite airson a dhùrachd agus chaidh a dhealbhadh gus leasachaidhean càileachd beatha a thoirt seachad a chuidicheas le bhith a' dèanamh an t-saoghail na àite nas fheàrr.

Air Cùl an Dealbhaidh

Pasgan Naidheachd

Creideasan, buill sgioba agus fiosrachadh teicnigeach a chuir an dealbhaiche ri chèile.

Feartan Sònraichte: 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.
Tomhasan & Pacadh: Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm
Tagaichean: Packaging, ice-cream, banana, China, interaction, social media
Teicneòlas Cinneasachaidh: Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo.
Dùbhlan Dealbhaidh: 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
Rannsachadh: 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.
Brosnachadh: 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.
Faid a' Phròiseict: The project started in Aug, 2020 and the product is launched in April, 2021.
Sruth Obrachaidh: 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.
Buill na Sgioba: Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Creideasan Dhealbhan: All photos credits to blackandgold Shanghai, 2021.