Durex Fun and Adventure Pacáistíocht Coiscíní le Blackandgold Shanghai

Tha Durex Fun and Adventure Pacáistíocht Coiscíní le Blackandgold Shanghai na bhuannaiche air leth urramach anns an fharpais chliùitich 2022 Duais Umha A' Design Award ann an Roinn Farpais Dealbhadh Pacaidh.

UmhaPacadh· 2022

Durex Fun and Adventure Pacáistíocht Coiscíní

le Blackandgold Shanghai

Neach-ceannach: RB & Manon Business

Buannaiche Duais Umha A' Design Award ann an Roinn Pacadh

15,142

Buannaiche Duais Dearbhaichte

Dearbhaich Inbhe na Duaise airson #126417

Seall aig A' Design Award Brath Naidheachd Suaicheantas Duaise

Dathan

An Dealbhadh

Mu dheidhinn 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 dearadh grafach na sochar táirge brataithe le UV pointe. Tá inspioráid faighte ag na grafaicí ó chluichí ealaíne picteilíní, rud a fhágann go bhfuil cuma earraí cluiche ar an raon ar an tseilf. Braitheann go leor ceannaitheoirí sa tSín náire agus iad ag roghnú coiscíní i siopaí. Míníonn an stíl picteilín sochair an táirge ar bhealach éadrom, gan íomhánna follasacha, agus cuidíonn sé leis an raon seasamh amach.

An Aithneachadh

Mu dheidhinn Duais Umha A' Design Award

Tha Durex Fun and Adventure Pacáistíocht Coiscíní air Duais Umha A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean sònraichte a tha air an comharrachadh le cruthachalachd, innleachd agus geurchuis. Tha buannaichean Umha nan obraichean gu math sgileil agus gu sònraichte cruthachail a dhearbhas eòlas farsaing, mac-meanmna agus tapachd an luchd-dealbhaidh. Thathar an dùil gum bi Durex Fun and Adventure Pacáistíocht Coiscíní na nì air a bheil mòran meas, ion-mholta agus gràdhach, a tha gu sònraichte proifeiseanta agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Umha A' Design Award a' cur nan cleachdaidhean as fheàrr ann an ealain, saidheans, dealbhadh agus teicneolas an gnìomh, agus tha e sàr-mhath airson an aire do mhion-fhiosrachadh. Bidh Durex Fun and Adventure Pacáistíocht Coiscíní a' sàsachadh fheumalachdan gu h-iongantach, a' suathadh ri miannan, a' tàladh faireachdainnean agus a' togail fiosrachd.

Air Cùl an Dealbhaidh

Pasgan Naidheachd

Creideasan, buill sgioba agus fiosrachadh teicnigeach a chuir an dealbhaiche ri chèile.

Feartan Sònraichte: 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.
Tomhasan & Pacadh: Width 64 mm x Depth 37 mm x Height 125 mm
Tagaichean: graphic design, packaging upgrade, condom, Durex, China market
Teicneòlas Cinneasachaidh: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Dùbhlan Dealbhaidh: 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.
Rannsachadh: 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.
Brosnachadh: 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.
Faid a' Phròiseict: In 2019, the project started in May and the new packaging was launched to market in December.
Sruth Obrachaidh: 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.
Buill na Sgioba: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Creideasan Dhealbhan: All photos and video credits to blackandgold Shanghai, 2021.