Nestle Mr. Banana Involucrum Gelati ab Blackandgold Shanghai

Opus Nestle Mr. Banana Involucrum Gelati a designatore Blackandgold Shanghai est victor maxime honoratus praemii praestigiosissimi 2022 Praemium A' Design Award Ferreum in Categoria Certaminis Designatio Involucri.

FerrumInvolucrum· 2022

Nestle Mr. Banana Involucrum Gelati

a Blackandgold Shanghai

Cliens: Nestle (China) Ltd.

Victor praemii Praemium A' Design Award Ferreum in Categoria Involucrum

15,030

Victor Praemii Verificatus

Verifica Statum Praemii pro #128449

Vide apud A' Design Award Communicatum Insigne Praemii

Colores

Designum

De Nestle Mr. Banana Involucrum Gelati

Dominus Banana est exemplar involucri destinatum gelato in Sina vendito. Hoc consilium notam antiquam in forum cum nova specie visuali, ex musica rap potius quam musica rock ducta, reducit. In quoque involucro magnum par perspicillorum solarium imprimitur, ut productum inter arcas frigidas confertas eminet. Novem formae perspicillorum solarium varias sententias ferunt, ita ut emptores involucrum suis moribus congruens eligere possint vel omnia colligere. Gelatum bractea aluminii involvitur, et arca exterior ex charta naturae amica facta est, signo aureo impresso ornata.

Agnitio

De Praemium A' Design Award Ferreum

Nestle Mr. Banana Involucrum Gelati victor est Praemii A' Design Award Ferreum, honoris amplissimi formis bonis dati, quae postulatis professionalibus et industrialibus ab creationibus bene formatis exspectatis satisfaciunt. Victores Ferrei magnam peritiam, altam specializationem, intellectum periti et facultatem creandi auctorum suorum ostendunt. Exspectatur Nestle Mr. Banana Involucrum Gelati creationem multum aestimatam, admiratam et carissimam, practicam et novam fore. Haec forma Ferreo victa optimas industriae consuetudines integrat et proprietates technicas idoneas, cum scientia et talento coniunctas, habet. Nestle Mr. Banana Involucrum Gelati ob diligentiam suam honoratur et ad vitae qualitatem emendandam formatum est, ut mundum meliorem reddere iuvet.

Post Designum

Fasciculus Nuntii

Merita, sodales gregis et singula technica a designatore praebita.

Proprietates Singulares: 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.
Dimensiones et Involucrum: Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm
Notulae: Packaging, ice-cream, banana, China, interaction, social media
Technologia Productionis: Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo.
Provocatio Designandi: 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
Investigatio: 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.
Inspiratio: 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.
Duratio Operis: The project started in Aug, 2020 and the product is launched in April, 2021.
Cursus Operationis: 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.
Membra Turmae: Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Agnitiones Imaginum: All photos credits to blackandgold Shanghai, 2021.