2021 | Professional

MUSE Design Awards Silver Winner

Nestlé Mr.Banana

Entrant Company

BLACKANDGOLD DESIGN (SHANGHAI) CO., LTD.

Category

Packaging Design - Snacks, Confectionary & Desserts

Client's Name

Nestlé

Country / Region

China

Among the brands out of sight for almost ten years, Mr. Banana as a representative comes back again announcing its complete rebirth to consumers. Mr. Banana does well in figuring out consumers’ mind now that it once existed in two Chinese generations’ memory.

This ice-cream packaging alters its way of expression from rock ’n roll to rap music. With a trendy, youthful and passionate image, it is distinguished from those traditional ice-cream packaging creating a visual impact.

Sunglasses are the iconic images of Mr. Banana. The designer magnified the background image of ice-cream so that the image of sunglasses on it is magnified as well for strong visual attraction and stark distinction. Nine unique themes of the packaging are linked to “banana” through nine phrases. The designer replaces one character in each phrase with the homophone “Jiao” (Jiao means banana in Chinese), which forms distinctive word games and highlights the central theme “banana”. Each packaging represents one personality. Consumers can select one fitting them the most, posture as Mr. Banana does on the packaging, and then take photos to share them on social media. Mr. Banana creates the interactive and social fashion among the brand and consumers in a brand-new way.

Credits

3D Rendering
Jianhui CHEN
Strategic Planner
Xincheng ZHUANG
Managing Director
Lei ZHANG
Designer
Junjun SHENG
Designer
Yu KANG
Creative Director
Yang LI
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