Durex Fun and Adventure Kondoomferpakking troch Blackandgold Shanghai

Durex Fun and Adventure Kondoomferpakking troch Blackandgold Shanghai is in heech wurdearre winner fan de tige prestizjeuze 2022 A' Design Award yn Brûns yn de kompetysje-kategory Ferpakkingsûntwerp.

BrûnsFerpakking· 2022

Durex Fun and Adventure Kondoomferpakking

troch Blackandgold Shanghai

Klant: RB & Manon Business

A' Design Award yn Brûns Winner yn de kategory Ferpakking

15,746

Ferifiearre Priiswinner

Ferifiearje Prisstatus foar #126417

Besjoch by A' Design Award Parseberjocht Priisbadge

Kleuren

It Untwerp

Oer Durex Fun and Adventure Kondoomferpakking

Durex Fun and Adventure is in ferpakkingsûntwerp foar kondomen dy't ferkocht wurde op de Sineeske merk. De doaze is makke fan papier en mjit 64 mm yn breedte, 37 mm yn djipte en 125 mm yn hichte. It grafysk ûntwerp foar de produktfoardielen is bewurke mei spot UV. De grafiken binne ynspirearre troch pixel art-games, wêrtroch it assortimint der op it skap útsjocht as game-merchandise. In protte keapers yn Sina fiele har ferlegen as se kondomen kieze yn winkels. De pixelstyl leit de produktfoardielen op in ljochte manier út, sûnder eksplisite ôfbyldings, en helpt it assortimint op te fallen.

De Erkenning

Oer de A' Design Award yn Brûns

Durex Fun and Adventure Kondoomferpakking is in winner fan de A' Design Award yn Brûns, in heech prestisjeuze erkenning foar treflike ûntwerpen dy't har ûnderskiede troch kreativiteit, fernuft en tûkens. Brûnswinners binne tige feardige en opfallend kreative artefakten dy't de grutte ûnderfining, ferbylding en betochtsumens fan har ûntwerpers befêstigje. Fan Durex Fun and Adventure Kondoomferpakking wurdt ferwachte dat it in tige heech achte, bewûndere en dierber objekt is dat opmerklik profesjoneel en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Brûns yntegrearret de bêste praktiken yn keunst, wittenskip, ûntwerp en technology en is treflik om syn omtinken foar detail. Durex Fun and Adventure Kondoomferpakking foldocht behoeften prachtich, reitsjet winsken, betsjoeveret gefoelens en sprekt nijsgjirrigens oan.

Efter it Untwerp

Parsepakket

Credits, teamleden en technyske details levere troch de ûntwerper.

Unike Eigenskippen: 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.
Ofmjittingen & Ferpakking: Width 64 mm x Depth 37 mm x Height 125 mm
Labels: graphic design, packaging upgrade, condom, Durex, China market
Produksjetechnology: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Untwerpútdaging: 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.
Undersyk: 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.
Ynspiraasje: 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.
Projektdoer: In 2019, the project started in May and the new packaging was launched to market in December.
Operaasjestreamferrin: 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.
Teamleden: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Ofbyldingskrediten: All photos and video credits to blackandgold Shanghai, 2021.