Nestle Mr. Banana Iixtlapoyahualo Cetl in Tlaltepetl Mr. Banana ītēchcopa Blackandgold Shanghai

Tlanāhuatīlli Nestle Mr. Banana Iixtlapoyahualo Cetl in Tlaltepetl Mr. Banana ītēchcopa Blackandgold Shanghai cē cencā mahuizzō tēmacēhualōni īpan huēyi 2022 Mahuizolli A' Design Award Tepoztli īpan Tlaquimilolli Tlachihchihualiztli Nēhuilīztli Tlamantli.

TepoztliTlaquimilolli· 2022

Nestle Mr. Banana Iixtlapoyahualo Cetl in Tlaltepetl Mr. Banana

īpal Blackandgold Shanghai

Tlanāhuatīlli: Nestle (China) Ltd.

Mahuizolli A' Design Award Tepoztli Tēmacēhualōni īpan Tlaquimilolli Tlamantli

15,030

Tlaneltīlīlli Tēmacēhualōni

Xictlaneltilia Tēmacēhualli ītēchcopa #128449

Xiquitta A' Design Award ītechcopa Āmatl Tēmachiyōtīliztli Tlamachiōtl

Tlapalli

Tlanēxtilistli

Ītechcopa Nestle Mr. Banana Iixtlapoyahualo Cetl in Tlaltepetl Mr. Banana

Mr. Banana in tlatzimpehualiztli tlachiuhtli inic motlatia in cetl-cuallotl tlanamaconi ipan Chinatlalpan. Inin tlachiuhtli quicuepa ce huehcauh tocaitl itech in tianquiztli ica ce yancuic tlaixnextiliztli tlen quisa itech in rap tlacatlatoliztli, ayemo itech in rock. Ce hueyi coztic tlaixtlapoyahualoni tlacopina ipan cecen tlaltepetl, inic in tlanamaconi cualli neci itzalan miec cecelictepozcaxitl. Chicnahui tlaixtlapoyahualli tlachihualli quipiah occequintin tlahtolli, inic in tlaltocanime huelis quipepenazqueh ce tlaltepetl tlen quinehnehuilia inteyollo noso quicentlaliskeh mochi. In cetl motlatzquia ica teocuitla-tepoztli, auh in calaquiloni caxitl chihualli ica amatl tlen amo tlahtlacoa in tlalticpactli, ica ce teocuitlaixnextiliztli tlaixtlaliztica tlapalantli.

Tēixīmachōtiliztli

Ītechcopa Mahuizolli A' Design Award Tepoztli

Nestle Mr. Banana Iixtlapoyahualo Cetl in Tlaltepetl Mr. Banana ca in quicuic in Mahuizolli A' Design Award Tepoztli, tlamahuizoliztli tlen momaca in cualli dizayno in quitlalia in tlen monequi ipan tequitl ihuan tlachihualiztli in quimaca in cualli tlachihualli. In quicuicah Tepoztli quinextia in hueyi tlamatiliztli, toltecayotl ihuan ihuelitiliztli intlachihuanime. Ca quinequi in Nestle Mr. Banana Iixtlapoyahualo Cetl in Tlaltepetl Mr. Banana ca tlazohtli, mahuiztic, yancuic ihuan motequiuhtia. Ni dizayno in quicuic Tepoztli quihuelitia in tlamatiliztli ihuan quipia chicahualiztli tlen tepoztli. Nestle Mr. Banana Iixtlapoyahualo Cetl in Tlaltepetl Mr. Banana quicualtia in nemiliztli ihuan quihuelitia in cemanahuac ica cualli.

Tlanēxtilistli Ītēixpan

Āmatl Tlanextīliztli

Tlapōhualli, tēquitqueh īwan tēchmachilīztli ōquinmaca in tlanēxtīlīlli.

Cē Zan Ītēchcopa: 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.
Huēyiliztli īhuān Tlacualtepēhualli: Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm
Tōcāitl: Packaging, ice-cream, banana, China, interaction, social media
Tlachīhualiztli Māchiyōtl: Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo.
Tlanāhuatīlli Nētēcahuilīztli: 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
Tlatēmōliztli: 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.
Tēyōllālīliztli: 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.
Tēquitl Cāhuitl: The project started in Aug, 2020 and the product is launched in April, 2021.
Tēquitl Ōhuitl: 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.
Calpolli Tlācah: Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Īxiptla Tlanēxtīlli: All photos credits to blackandgold Shanghai, 2021.