Durex Fun and Adventure Kondoomverpakking by Blackandgold Shanghai

Durex Fun and Adventure Kondoomverpakking by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award in Brons in Verpakkingsontwerp Competition Category.

BronsVerpakking· 2022

Durex Fun and Adventure Kondoomverpakking

by Blackandgold Shanghai

Client: RB & Manon Business

A' Design Award in Brons Winner in Verpakking Category

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Verified Award Winner
Verify Award Status for #126417

View at A' Design Award Press Release Award Badge

Colors

The Design

About Durex Fun and Adventure Kondoomverpakking

Durex Fun and Adventure is 'n verpakkingontwerp vir kondome wat in die Chinese mark verkoop word. Die boks is van papier gemaak en meet 64 mm in wydte, 37 mm in diepte en 125 mm in hoogte. Die grafiese ontwerp vir die produkvoordele is met kol-UV bedek. Die grafika is geïnspireer deur pixel-kunsspeletjies, sodat die reeks soos speletjieprodukte op die rak lyk. Baie kopers in China voel skaam wanneer hulle kondome in winkels kies. Die pixel-styl verduidelik die produkvoordele op 'n ligte manier, sonder eksplisiete beelde, en help die reeks om uit te staan.

The Recognition

About the A' Design Award in Brons

Durex Fun and Adventure Kondoomverpakking is 'n wenner van die A' Design Award in Brons, 'n hoogs prestigieuse erkenning wat toegeken word aan uitstaande ontwerpe wat gekenmerk word deur kreatiwiteit, vindingrykheid en skerpsinnigheid. Wenners in Brons is ruimskoots vaardige en opvallend kreatiewe artefakte wat die groot ervaring, verbeelding en vindingrykheid van hul ontwerpers bevestig. Daar word verwag dat Durex Fun and Adventure Kondoomverpakking 'n hoog aangeskrewe, bewonderde en gekoesterde voorwerp is wat merkwaardig professioneel en innoverend is. Hierdie ontwerp wat die A' Design Award in Brons gewen het, inkorporeer die beste praktyke in kuns, wetenskap, ontwerp en tegnologie en is uitstekend vanweë sy aandag aan detail. Durex Fun and Adventure Kondoomverpakking bevredig behoeftes pragtig, raak aan begeertes, bekoor gevoelens en spreek die nuuskierigheid aan.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Durex's new brand idea "Good Sex, Liberated" guides consumers to conquer existing barriers to love. As an introverted nation, Chinese consumers may feel embarrassed when buying condoms in offline channels. When displayed on shelf, the new Durex Fun and Adventure looks like a range of game merchandise that can avoid the purchase embarrassment and distinguish itself from competitors and draw consumers' attention.
Dimensions & Packaging: Width 64 mm x Depth 37 mm x Height 125 mm
Tags: graphic design, packaging upgrade, condom, Durex, China market
Production Technology: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Design Challenge: Our goal is to modernize the existing packaging and the main challenge is how packaging can avoid the embarrassment during purchase and explain the product benefits in a fun and distinct way to attract young consumer without being too explicit, i.e. showing a condom on packaging.
Research: Durex is the world leading condom brand, but it faces fierce competition in China. Starting from consumers, we got the insights from client brief and research report that consumers may feel embarrassed when buying condoms, especially in offline channel. Then, we did the desk research to understand the competitors, and figured out the condom packaging trend in China. We proposed creative direction by combining consumer insight and product benefits during brainstorming.
Inspiration: The new packaging is inspired by Pixel Art Game. Given that the majority of Chinese condoms buyers are male who are familiar with video games, a range of pixelated game theme packaging can generate resonance with them and avoid the purchase embarrassment. Besides, the pixel art game is strongly associated with novel and fun experience which is the one Durex tries to offer to consumers.
Project Duration: In 2019, the project started in May and the new packaging was launched to market in December.
Operation Flow: The pixelated style makes this product range look like game merchandise, which can stand out among the condom shelf. Compared with the leading textured condom brand, the new packaging explains the product benefit in a fun way and won't let consumers feel embarrassed when they are selecting products in front of shelf.
Team Members: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Image Credits: All photos and video credits to blackandgold Shanghai, 2021.