Press Release
Durex Fun and Adventure Condom by Blackandgold Shanghai Receives the Bronze A' Design Award in Packaging Design
The international grand jury of the 2021 - 2022 A' Design Award & Competition recognizes Blackandgold Shanghai for packaging design
FOR IMMEDIATE RELEASE
COMO, Italy, April 28, 2022 /DesignNewswire/ A' Design Award & Competition has announced that Durex Fun and Adventure Condom by Blackandgold Shanghai, designed for RB & Manon Business, has been granted the Bronze A' Design Award in the Packaging Design category. The result belongs to the 2021 - 2022 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who evaluated anonymized entries against predetermined criteria.
The Bronze A' Design Award Explained
The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
About Durex Fun and Adventure Condom
Durex Fun and Adventure is a packaging design for condoms sold in the Chinese market. The box is made of paper and measures 64 mm in width, 37 mm in depth and 125 mm in height. The graphic design for the product benefits is coated with spot UV. The graphics are inspired by pixel art games, so the range looks like game merchandise on the shelf. Many buyers in China feel embarrassed when choosing condoms in stores. The pixel style explains the product benefits in a light way, without explicit images, and helps the range stand out.
About Blackandgold Shanghai
Based in Paris, Shanghai and New York, we have been working for 30 years to develop strong brands, with high standards and passion. But also with a certain amount of hindsight and humility. With us, jargon is prohibited. Certainties too. It is this constantly renewed curiosity, this duty of candor and this desire to understand that drives the daily life of the agency, from our approach to trends to that of your briefs. In China, we work with big international and local clients.
Award Record
With this recognition, Blackandgold Shanghai is a winner of 1 A' Design Award.
About the A' Packaging Design Award
The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. It is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Typical entries include bottles, boxes, cans, pouches, tubes and cartons. The awarded packaging designs are published at https://designers.org/design-category/packaging
About A' Design Award & Competition
Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://designers.org/126417
- A' Design Award Page: https://competition.adesignaward.com/126417
- Media Showcase: https://www.designnewsroom.com/!126417
- Laureate Profile: https://designers.org/d/310277
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Durex Fun and Adventure Condom
- Function
- Condom
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Dark Orange, Orange, White Smoke, Gold and Khaki
- Images
- 5
- Client
- RB & Manon Business
The Recognition
- Laureate
- Blackandgold Shanghai
- Country
- China
- Recognition
- Bronze A' Design Award
- Edition
- 2021 - 2022
- Design ID
- #126417
Credits
- Team
- Yang LI, Xiao XUE, Yiling JIANG, Xincheng ZHUANG, Jianhui CHEN and Sheng WAN
- Image Credits
- All photos and video credits to blackandgold Shanghai, 2021.
Design Details
- 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.
- 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.
- 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.
- 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.
- Realization and Technology
- The box is made of paper and the graphic design for product benefits is coated with Spot UV.
- Operation and Interaction
- 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.
- Project Duration and Location
- In 2019, the project started in May and the new packaging was launched to market in December.
- Specifications
- Width 64 mm x Depth 37 mm x Height 125 mm
- Keywords
- graphic design, packaging upgrade, condom, Durex, China market
