Blackandgold Shanghai tomonidan Nestle Mr. Banana Muzqaymoq qadoqlash dizayni

Blackandgold Shanghai tomonidan yaratilgan Nestle Mr. Banana Muzqaymoq qadoqlash dizayni — Qadoqlash Dizayni tanlov toifasida nufuzli 2022 A' Design Award Temir Mukofoti mukofotining yuqori baholangan g'olibidir.

TemirQadoqlash· 2022

Nestle Mr. Banana Muzqaymoq qadoqlash dizayni

muallif: Blackandgold Shanghai

Mijoz: Nestle (China) Ltd.

Qadoqlash toifasida A' Design Award Temir Mukofoti g'olibi

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A' Design Award saytida ko'rish Press-reliz Mukofot nishoni

Ranglar

Dizayn

Nestle Mr. Banana Muzqaymoq qadoqlash dizayni haqida

Mr. Banana — Xitoyda sotiladigan muzqaymoq mahsuloti uchun yaratilgan qadoqlash dizaynidir. Dizayn rok musiqasi o'rniga rap musiqasiga asoslangan yangi vizual uslub bilan meros brendni bozorga qaytaradi. Har bir qadoqqa katta o'lchamli quyoshdan himoya ko'zoynagi tasviri bosilgan bo'lib, bu mahsulotni gavjum muzlatgich javonlari ichida ajralib turishini ta'minlaydi. To'qqizta ko'zoynak versiyasi turli iboralarni o'z ichiga oladi, bu esa iste'molchilarga o'z shaxsiyatiga mos qadoqni tanlash yoki barchasini yig'ish imkonini beradi. Muzqaymoq alyuminiy folgaga o'ralgan bo'lib, tashqi quti oltin bosma logotipli ekologik toza qog'ozdan tayyorlangan.

Tan olinish

A' Design Award Temir Mukofoti haqida

Nestle Mr. Banana Muzqaymoq qadoqlash dizayni A' Design Award Temir Mukofotining g‘olibi bo‘lib, bu yaxshi loyihalangan ijodlardan kutiladigan kasbiy va sanoat talablariga javob beradigan yaxshi dizaynlarga beriladigan nufuzli e’tirofdir. Temir g‘oliblari o‘z yaratuvchilarining katta mahorati, yuksak ixtisosligi, mutaxassis tushunchasi va ijodiy salohiyatini namoyon etadi. Nestle Mr. Banana Muzqaymoq qadoqlash dizayni yuqori qadrlanadigan, hayrat bilan qaraladigan va suyukli, amaliy hamda innovatsion ijod bo‘lishi kutiladi. A' Design Award Temir Mukofotini qo‘lga kiritgan ushbu dizayn soha eng yaxshi amaliyotlarini uyg‘unlashtiradi va bilim hamda iste’dod bilan bog‘langan layoqatli texnik xususiyatlarga ega. Nestle Mr. Banana Muzqaymoq qadoqlash dizayni puxtaligi uchun hurmatga sazovor bo‘lib, dunyoni yaxshiroq joyga aylantirishga yordam beradigan hayot sifatini yaxshilashni taqdim etish uchun loyihalangan.

Dizayn ortida

Press-kit

Dizayner tomonidan taqdim etilgan kreditlar, jamoa a'zolari va texnik tafsilotlar.

Noyob xususiyatlar: 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.
O'lchamlar va qadoqlash: Ice-cream packaging: Width 218mm x Depth 10mm x Height 76mm
Paper box: Width 40mm x Depth 60mm x Height 85mm
Teglar: Packaging, ice-cream, banana, China, interaction, social media
Ishlab chiqarish texnologiyasi: Aluminum Foil for ice-cream packaging.
Eco-friendly paper for box with gold stamp for Nestle logo.
Dizayn muammosi: 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
Tadqiqot: 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.
Ilhom: 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.
Loyiha muddati: The project started in Aug, 2020 and the product is launched in April, 2021.
Ish jarayoni: 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.
Jamoa a'zolari: Creative Director: Yang LI
Designer: Yu KANG
Designer: Junjun SHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Rasm mualliflari: All photos credits to blackandgold Shanghai, 2021.