Nestle Mr. Banana

Ice Cream for Nestle (China) Ltd.

Mr. Banana is coming back after retreating from market for over 10 years. The new design alters its way of expression from Rock to Rap to attract young consumers. A pair of sunglasses becomes the visual hammer for packaging and creates a powerful impact in fridge. There are different phrases, one character of which is replaced with the homophone Jiao (meaning banana in Chinese), on each packaging to resonate variant consumers' attitudes towards life. Ideally, consumers can select the packaging, hold it, take selfie and upload it to social media to create a social buzz.

Download Press Kit № 128449

Download Press Kit № 128449 Ice Cream for Nestle (China) Ltd. by Blackandgold Design (Shanghai) Co., Ltd. to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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Blackandgold Design Shanghai Co Ltd Nestle

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Blackandgold Design Shanghai Co Ltd Ice Cream

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Nestle Mr. Banana Ice Cream Press Releases

Press resources for Nestle Mr. Banana are offered in several languages: English.

Nestle Mr. Banana Ice Cream Media Articles

Ready for your features: articles on Nestle Mr. Banana in various languages, including Dutch, Portuguese, German, Hindi, Turkish, Arabic (Standard), Spanish, Italian, French, Korean, Indonesian, Japanese, Russian, Chinese (Mandarin) and English.

Unique Properties

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.

Tags

Packaging, ice-cream, banana, China, interaction, social media

Production Technology

Aluminum Foil for ice-cream packaging. Eco-friendly paper for box with gold stamp for Nestle logo.

Design Challenge

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

Project Duration

The project started in Aug, 2020 and the product is launched in April, 2021.

Operation Flow

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.

Research

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.

Inspiration

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.

Image Credits

All photos credits to blackandgold Shanghai, 2021.

Project Overview

Nestle Mr. Banana Ice Cream has been a Iron winner in the Packaging Design award category in the year 2021 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.

Iron Recognition

Blackandgold Design (Shanghai) Co., Ltd. was recognized with the coveted Iron A' Design Award in 2022, a testament to excellence of their work Nestle Mr. Banana Ice Cream.

Blackandgold Design (Shanghai) Co., Ltd. Press Releases

Journalists and media members can enrich their content with our press releases on Blackandgold Design (Shanghai) Co., Ltd., available for free use. Instantly access 7 press releases, available exclusively for journalists.

Introducing Nestle Mr. Banana: The Rapstar Ice Cream Redefining Packaging

Blackandgold Design (Shanghai) Co., Ltd. unveils the innovative ice cream packaging inspired by Chinese Hip-Hop culture, redefining Mr. Banana as a Rapstar with unique sunglasses packaging, aiming to resonate with young consumers and create a social media buzz.

Blackandgold Design (Shanghai) Co., Ltd. Newsroom

Dive into Blackandgold Design (Shanghai) Co., Ltd. Newsroom to explore celebrated designs and projects.