Nestle Mr. Banana Basic Function: Kapau reMukaka Yakaomeswa naBlackandgold Shanghai

Dhizaini Nestle Mr. Banana Basic Function: Kapau reMukaka Yakaomeswa naBlackandgold Shanghai ndiye mukundi anokudzwa zvikuru wemubairo unoremekedza we2022 Mubairo weSimbi we A' Design Award muChikwata cheKukwikwidza cheDhizaini yePakejingi.

SimbiPakejingi· 2022

Nestle Mr. Banana Basic Function: Kapau reMukaka Yakaomeswa

na Blackandgold Shanghai

Mutengi: Nestle (China) Ltd.

Mukundi weMubairo weSimbi we A' Design Award muChikwata chePakejingi

15,030

Mukundi weMubairo Akasimbiswa

Simbisa Mamiriro eMubairo we#128449

Ona pa A' Design Award Mashoko Enhau Bheji reMubairo

Mavara

Dhizaini

Nezvekwa Nestle Mr. Banana Basic Function: Kapau reMukaka Yakaomeswa

Book Text: Mr. Banana ndiro zita repakeji yakagadzirirwa chigadzirwa cheaisikirimu chinotengeswa muChina. Dhizaini iyi inodzosa mudzimu wechinja chekare mumusika neumwe unozivikanwa hwekuona hwitsva hunobva pamimhanzi yerap panzvimbo yerock. Magirazi makuru enzuva-akadhindwa pamapaketi ese, zvichiita kuti chigadzirwa chisiyane pakati pemakabati anozara efriza. Marudzi mapfumbamwe emagirazi enzuva ane mashoko akasiyana-siyana, achibvumira vatengi kusarudza pakeji inoenderana nehunhu hwavo kana kuunganidza ese pamwechete. Aisikirimu yakaputirwa nefoiri yealuminiyamu, uye bhokisi rekunze rakagadzirwa nepepa rinochengetedza zvakatarisana nemamiriro ekunze pamwe nechiratidzo chegoridhe chakadhindwa.

Kuzivikanwa

Nezve Mubairo weSimbi we A' Design Award

Mubairo weSimbi we A' Design Award wakahwinwa ne Nestle Mr. Banana Basic Function: Kapau reMukaka Yakaomeswa, rukudzo runokudzwa runopiwa kumadhizaini akanaka anozadzisa zvinodiwa zvehunyanzvi neyeindasitiri zvinotarisirwa kuzvigadzirwa zvakagadzirwa zvakanaka. Vakunda veSimbi vanoratidza unyanzvi hukuru, hunyanzvi hwakakwirira, kunzwisisa kwevakachenjera uye kugona kwekugadzira kwevagadziri vavo. Nestle Mr. Banana Basic Function: Kapau reMukaka Yakaomeswa inotarisirwa kuva chigadzirwa chinokudzwa zvakanyanya, chinoremekedzwa uye chinodiwa, chinoshanda uye chine zvitsva. Dhizaini iyi yakahwina Mubairo weSimbi we A' Design Award inosanganisa maitiro akanakisa eindasitiri uye ine hunhu hwetekinoroji hwakakwana hwakabatana neruzivo nehunyanzvi. Nekushanda kwayo zvakanaka, Nestle Mr. Banana Basic Function: Kapau reMukaka Yakaomeswa inoremekedzwa uye yakagadzirirwa kupa kuvandudzwa kwehupenyu kunobatsira kuita kuti nyika ive nzvimbo iri nani.

Shure kweDhizaini

Bepa Renhau

Zvikwereti, nhengo dzetiimu nezvimwe zvakadzama zvakapihwa nemudhizaina.

Hunhu Hwakasiyana: 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.
Kukura & Kupakiwa: Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm
Matagi: Packaging, ice-cream, banana, China, interaction, social media
Tekinoroji Yekugadzira: Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo.
Changamire yeDhizaini: 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
Tsvakurudzo: 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.
Chikurudziro: 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.
Nguva yePurojekiti: The project started in Aug, 2020 and the product is launched in April, 2021.
Mafambiro eBasa: 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.
Nhengo dzeTimu: Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Zvikwereti zveMifananidzo: All photos credits to blackandgold Shanghai, 2021.