Muundo Nestle Mr. Banana Kifungashio cha Aiskrimu na Blackandgold Shanghai ni mshindi mashuhuri wa tuzo ya kifahari ya 2022 Tuzo ya Chuma ya A' Design Award katika Kategoria ya Mashindano ya Usanifu wa Ufungashaji.
ChumaUfungashaji· 2022
Nestle Mr. Banana Kifungashio cha Aiskrimu
Mteja: Nestle (China) Ltd.
Mshindi wa Tuzo ya Chuma ya A' Design Award katika Kategoria ya Ufungashaji
Mshindi wa Tuzo Aliyethibitishwa
Thibitisha Hali ya Tuzo kwa #128449Muundo
Kuhusu Nestle Mr. Banana Kifungashio cha Aiskrimu
Bwana Ndizi ni muundo wa kifungashio ulioundwa kwa ajili ya bidhaa ya aiskrimu inayouzwa nchini China. Muundo huu unarejesha chapa ya kihistoria sokoni ukiwa na sura mpya ya kuonekana inayotokana na muziki wa rap badala ya muziki wa rock. Miwani mikubwa ya jua imechapishwa kwenye kila kifurushi, hivyo bidhaa hiyo inajitokeza ndani ya makabati yaliyojaa bidhaa nyingine za friji. Aina tisa za miwani ya jua hubeba maneno tofauti, jambo linalowawezesha walaji kuchagua kifurushi kinacholingana na tabia yao au kukusanya vyote. Aiskrimu hiyo imefungwa kwa karatasi ya alumini, na sanduku la nje limetengenezwa kwa karatasi rafiki kwa mazingira lenye nembo iliyopigwa muhuri wa dhahabu.
Utambuzi
Kuhusu Tuzo ya Chuma ya A' Design Award
Nestle Mr. Banana Kifungashio cha Aiskrimu ni mshindi wa Tuzo ya Chuma ya A' Design Award, utambuzi wenye heshima unaotolewa kwa miundo mizuri inayokidhi mahitaji ya kitaalamu na ya kiviwanda yanayotarajiwa kutoka kwa kazi zilizobuniwa vizuri. Washindi wa Chuma huonyesha ustadi mkubwa, utaalamu wa hali ya juu, uelewa wa kitaalamu na uwezo wa kibunifu wa waumbaji wao. Nestle Mr. Banana Kifungashio cha Aiskrimu inatarajiwa kuwa kazi inayothaminiwa sana, kupendwa na kuenziwa, ambayo ni ya vitendo na bunifu. Muundo huu ulioshinda Tuzo ya Chuma ya A' Design Award unajumuisha mbinu bora za tasnia na una sifa za kiufundi zenye uwezo zilizounganishwa na ujuzi na kipaji. Nestle Mr. Banana Kifungashio cha Aiskrimu inaheshimiwa kwa uangalifu wake na imebuniwa kutoa maboresho ya ubora wa maisha yanayosaidia kuufanya ulimwengu kuwa mahali bora zaidi.
Nyuma ya Muundo
Vifaa vya Habari
Mikopo, wanachama wa timu na maelezo ya kiufundi yaliyotolewa na mbuni.
- Sifa za Kipekee
- 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.
- Vipimo na Ufungashaji
- Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm - Lebo
- Packaging, ice-cream, banana, China, interaction, social media
- Teknolojia ya Uzalishaji
- Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo. - Changamoto ya Ubunifu
- 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
- Utafiti
- 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.
- Msukumo
- 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.
- Muda wa Mradi
- The project started in Aug, 2020 and the product is launched in April, 2021.
- Mtiririko wa Uendeshaji
- 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.
- Wanatimu
- Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN - Haki za Picha
- All photos credits to blackandgold Shanghai, 2021.
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