Durex Fun and Adventure کنڈوم پیکیجنگ by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award برنجی انعام in پیکیجنگ ڈیزائن Competition Category.
برنجپیکیجنگ· 2022
Durex Fun and Adventure کنڈوم پیکیجنگ
Client: RB & Manon Business
A' Design Award برنجی انعام Winner in پیکیجنگ Category
Verified Award Winner
Verify Award Status for #126417The Design
About Durex Fun and Adventure کنڈوم پیکیجنگ
دورکس فن انڈ ایڈونچر چین بازار ءِ اِنت کنڈومانی گڑا واسطہ یک پیکیجنگ ڈیزائن اِنت۔ ایں بکس کاغذ ءَ جوڑ بوتگ و ورنا ۶۴ ملیمتر، گہرائی ۳۷ ملیمتر و بلندی ۱۲۵ ملیمتر اِنت۔ محصول ءِ فایدہئانی گرافیک ڈیزائن اسپاٹ یو وی ءَ کوٹ بوتگ اِنت۔ گرافیکان پکسل آرٹ گیمانی سوغات ءَ الهام بوتگنت، اے راستیا ایں رینج شیلف ءَ سرا گیم ءِ مرچینڈائز مانستین دیمگ اِنت۔ چین ءَ بہوتین گورکار دکانانی مینز کنڈوم ءِ چیستکار ءَ شرمگین بیت۔ پکسل سبک محصول ءِ فایدہئان یک سبک طرزءَ، بے صریح عکسانی، بیان کنت و رینج ءَ نندگ ءَ مدد دیت۔
The Recognition
About the A' Design Award برنجی انعام
Durex Fun and Adventure کنڈوم پیکیجنگ A' Design Award برنجی انعام ءِ ورگ آ انت، باز معزز اعتراف کہ تخلیقی صلاحیت، اختراع ءُ ذہانت گوں ممتاز بہترین ڈیزائناں دیگ بیت۔ برنج ءِ ورگ آ بھرپور مہارت ءِ ءُ نمایاں ڈولا تخلیقی شاہکار انت، کہ وتی ڈیزائنراں ءِ وسیع تجربہ، تخیل ءُ ہوشیاری ءِ تصدیق کننت۔ Durex Fun and Adventure کنڈوم پیکیجنگ چہ امید کنگ بیت کہ آ یک باز قدر کنگ بوتگیں، ساراہگ بوتگیں ءُ پیارکنگ بوتگیں چیز بیت، قابل ذکر حد ءَ پیشہ ورانہ ءُ جدت ءِ۔ ای ڈیزائن کہ A' Design Award برنجی انعام ءَ برتگ، فن، سائنس، ڈیزائن ءُ ٹیکنالوجی ءِ بہترین طریقہ شامل کنت ءُ ہورد تفصیلاں ءَ توجہ دیگ ءِ سببا شاندار انت۔ Durex Fun and Adventure کنڈوم پیکیجنگ ضرورتاں جوانیں ڈولا پورا کنت، خواہشاں ءَ ہنچیت، جذباں ءَ موہنت ءُ تجسس کشنت۔
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.
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