Durex Fun and Adventure Kondomverpackung by Blackandgold Shanghai

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

BronzeVerpackung· 2022

Durex Fun and Adventure Kondomverpackung

by Blackandgold Shanghai

Client: RB & Manon Business

A' Design Award in Bronze Winner in Verpackung Category

15,142

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 Kondomverpackung

Durex Fun and Adventure ist ein Verpackungsdesign für Kondome, die auf dem chinesischen Markt verkauft werden. Die Schachtel besteht aus Papier und misst 64 mm in der Breite, 37 mm in der Tiefe und 125 mm in der Höhe. Die grafische Gestaltung der Produktvorteile ist mit partiellem UV-Lack veredelt. Die Grafiken sind von Pixel-Art-Spielen inspiriert, sodass die Produktreihe im Regal wie Game-Merchandise wirkt. Viele Käuferinnen und Käufer in China empfinden es als unangenehm, im Geschäft Kondome auszuwählen. Der Pixel-Stil erklärt die Produktvorteile auf leichte Weise, ohne explizite Bilder, und verhilft der Produktreihe zu mehr Aufmerksamkeit.

The Recognition

About the A' Design Award in Bronze

Durex Fun and Adventure Kondomverpackung ist Gewinner des A' Design Award in Bronze, einer hochprestigeträchtigen Anerkennung für herausragende Designs, die sich durch Kreativität, Einfallsreichtum und Scharfsinn auszeichnen. Bronze-Gewinner sind reichlich geschickte und auffallend kreative Artefakte, die die große Erfahrung, Fantasie und Findigkeit ihrer Designer belegen. Von Durex Fun and Adventure Kondomverpackung wird erwartet, dass es ein hochgeschätztes, bewundertes und geliebtes Objekt ist, das bemerkenswert professionell und innovativ ist. Dieses mit dem A' Design Award in Bronze prämierte Design verkörpert bewährte Verfahren in Kunst, Wissenschaft, Design und Technologie und ist hervorragend in seiner Liebe zum Detail. Durex Fun and Adventure Kondomverpackung befriedigt Bedürfnisse auf großartige Weise, berührt Wünsche, bezaubert Gefühle und spricht die Neugier an.

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.