Durex Fun and Adventure Emballage de préservatifs by Blackandgold Shanghai

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

BronzeEmballage· 2022

Durex Fun and Adventure Emballage de préservatifs

by Blackandgold Shanghai

Client: RB & Manon Business

A' Design Award de Bronze Winner in Emballage 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 Emballage de préservatifs

Durex Fun and Adventure est un design d'emballage destiné à des préservatifs commercialisés sur le marché chinois. La boîte est réalisée en papier et mesure 64 mm de largeur, 37 mm de profondeur et 125 mm de hauteur. Le graphisme illustrant les bénéfices du produit est rehaussé d'un vernis UV sélectif. Les visuels s'inspirent des jeux en pixel art, si bien que la gamme évoque des produits dérivés de jeux vidéo une fois en rayon. En Chine, de nombreux acheteurs éprouvent une certaine gêne au moment de choisir des préservatifs en magasin. Le style pixelisé explique les bénéfices du produit avec légèreté, sans images explicites, et aide la gamme à se démarquer.

The Recognition

About the A' Design Award de Bronze

Durex Fun and Adventure Emballage de préservatifs est lauréat de l'A' Design Award de Bronze, une reconnaissance hautement prestigieuse décernée à des designs remarquables qui se distinguent par leur créativité, leur ingéniosité et leur sagacité. Les lauréats Bronze sont des artefacts amplement habiles et d'une créativité frappante, qui authentifient la vaste expérience, l'imagination et l'ingéniosité de leurs concepteurs. Durex Fun and Adventure Emballage de préservatifs est censé être un objet très estimé, admiré et chéri, remarquablement professionnel et innovant. Ce design lauréat de l'A' Design Award de Bronze intègre les meilleures pratiques de l'art, de la science, du design et de la technologie, et est excellent par son souci du détail. Durex Fun and Adventure Emballage de préservatifs satisfait admirablement les besoins, touche les désirs, charme les sentiments et attire la curiosité.

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.