Nestle Mr. Banana: Redefining Ice Cream Packaging with Rapstar Vibes

A Unique Design that Combines Ice Cream and Sunglasses

In the world of ice cream packaging, most designs rely on product shots to convey flavor. Consumers typically choose ice cream based on their taste preferences. To stand out from the competition, Blackandgold Shanghai has taken a different approach. They have enlarged the ice cream visuals and made the sunglasses a prominent element in the packaging. This creates an interactive experience between consumers and the packaging. Additionally, consumers can hold the sunglasses, take selfies, and share them on social media, tapping into the trend of social marketing in China.

The Nestle Mr. Banana packaging is made using aluminum foil for the ice cream packaging and eco-friendly paper for the box. The Nestle logo is elegantly stamped in gold on the box, adding a touch of luxury to the design.

The ice cream packaging measures 218mm in width, 10mm in depth, and 76mm in height. The paper box measures 40mm in width, 60mm in depth, and 85mm in height.

This innovative design breaks away from traditional ice cream packaging by conveying different personalities and creating an interactive experience for consumers. By leveraging the power of social media, Mr. Banana aims to become a popular choice among young consumers.

The project started in August 2020 and the product was launched in April 2021. The design team, led by Creative Director Yang Li, included designers Yu Kang and Junjun Sheng, Managing Director Lei Zhang, Strategic Planner Xincheng Zhuang, and 3D rendering artist Jianhui Chen.

Blackandgold Shanghai conducted extensive research to understand the shopping scenario and consumer preferences. They discovered that ice cream was often displayed disorderly in fridges, and the overall environment was dull. To make Mr. Banana stand out, they created a design that would be attractive and memorable. They also found that young consumers resonated more with Hip-Hop music than Rock n Roll, which led to the decision to redefine Mr. Banana as a Rapstar.

The main challenge faced by the design team was modernizing a brand with a heritage and making it relevant to today's trends. By entrusting the packaging with the ability to create social buzz, Blackandgold Shanghai was able to meet the demands of consumers who enjoy sharing their product experiences on social media.

Mr. Banana's new design, with its Rapstar vibes and sunglasses packaging, aims to capture the attention of young consumers and create a social buzz. Each packaging features a phrase with one character replaced by the homophone "Jiao," which means banana in Chinese. The ideal scenario is for consumers to select their preferred packaging, hold it, take a selfie, and share it on social media, generating excitement and buzz around the brand.

All photo credits go to Blackandgold Shanghai, 2021.

This design was awarded the Iron A' Design Award in the Packaging Design category in 2022. The Iron A' Design Award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. It is respected for integrating industry best practices and competent technical characteristics, providing fulfillment and positive experiences, and contributing to a better world.