Durex Fun and Adventure Pacáistíocht Coiscíní by Blackandgold Shanghai

Durex Fun and Adventure Pacáistíocht Coiscíní by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Duais Cré-umha A' Design Award in Dearadh Pacáistíochta Competition Category.

Cré-umhaPacáistíocht· 2022

Durex Fun and Adventure Pacáistíocht Coiscíní

by Blackandgold Shanghai

Client: RB & Manon Business

Duais Cré-umha A' Design Award Winner in Pacáistíocht 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 Pacáistíocht Coiscíní

Is dearadh pacáistíochta é Durex Fun and Adventure do choiscíní a dhíoltar i margadh na Síne. Tá an bosca déanta as páipéar agus tá sé 64 mm ar leithead, 37 mm ar doimhneacht agus 125 mm ar airde. Tá an dearadh grafach a léiríonn buntáistí an táirge brataithe le UV pointe. Tá inspioráid faighte ag na grafaicí ó chluichí ealaín picteilín, rud a fhágann go bhfuil an raon cosúil le hearraí cluiche ar an tseilf. Braitheann go leor ceannaitheoirí sa tSín náire agus iad ag roghnú coiscíní i siopaí. Míníonn an stíl picteilín buntáistí an táirge ar bhealach éadrom, gan íomhánna follasacha, agus cabhraíonn sé leis an raon seasamh amach.

The Recognition

About the Duais Cré-umha A' Design Award

Bhuaigh an dearadh Durex Fun and Adventure Pacáistíocht Coiscíní Duais Cré-umha A' Design Award, aitheantas an-ghradamach a bhronntar ar dhearaí sármhaithe a mbíonn cruthaitheacht, aireagacht agus géarchúis mar shaintréithe acu. Is déantúsáin ghlic agus chruthaitheacha go suntasach iad buaiteoirí Cré-umha a dhearbhaíonn taithí fhairsing, samhlaíocht agus acmhainneacht a ndearthóirí. Táthar ag súil go mbeidh an dearadh Durex Fun and Adventure Pacáistíocht Coiscíní ina rud a bhfuil an-mheas air, a n-ardaítear agus a ghráitear, atá thar a bheith gairmiúil agus nuálach. Ionchorpraíonn an dearadh seo a bhuaigh Duais Cré-umha A' Design Award na cleachtais is fearr san ealaín, san eolaíocht, sa dearadh agus sa teicneolaíocht, agus tá sé sármhaith as a aird ar mhionsonraí. Sásaíonn an dearadh Durex Fun and Adventure Pacáistíocht Coiscíní riachtanais go hálainn, bainíonn sé le mianta, cuireann sé draíocht ar mhothúcháin agus tarraingíonn sé fiosracht.

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.