Durex Fun and Adventure Aikin Farko: Fakitin Kwaroron Roba by Blackandgold Shanghai

Durex Fun and Adventure Aikin Farko: Fakitin Kwaroron Roba by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Kyautar A' Design Award ta Tagulla in Ƙirar Kunshin Kaya Competition Category.

TagullaKunshin Kaya· 2022

Durex Fun and Adventure Aikin Farko: Fakitin Kwaroron Roba

by Blackandgold Shanghai

Client: RB & Manon Business

Kyautar A' Design Award ta Tagulla Winner in Kunshin Kaya 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 Aikin Farko: Fakitin Kwaroron Roba

Rubutun Littafi: Durex Fun and Adventure fasali ne na fakiti don kwaroron roba da ake sayarwa a kasuwar kasar Sin. Akwatin an yi shi da takarda kuma yana da fadi na milimita 64, zurfi na milimita 37 da tsawo na milimita 125. Zanen hoto na fa'idodin kayayyakin an rufe shi da fenti mai walƙiya na musamman (spot UV). Hotunan sun samo asali daga wasannin pixel art, don haka jerin kayayyakin suna kama da kayayyakin wasanni a kan shelf. Yawancin masu saye a kasar Sin suna jin kunya lokacin da suke zaɓen kwaroron roba a shaguna. Salon pixel yana bayyana fa'idodin kayayyakin ta hanya mai sauƙi, ba tare da hotuna masu bayyanawa ba, kuma yana taimakawa jerin ya fito fili a tsakanin sauran kayayyaki.

The Recognition

About the Kyautar A' Design Award ta Tagulla

Zanen Durex Fun and Adventure Aikin Farko: Fakitin Kwaroron Roba ya lashe Kyautar A' Design Award ta Tagulla, wata karramawa mai tsananin daraja da ake bai wa zane-zane na musamman waɗanda ke da ƙirƙira, basira da hikima. Waɗanda suka lashe kyautar Tagulla kayayyakin fasaha ne masu ƙwarewa da ƙirƙira mai ban mamaki waɗanda ke tabbatar da babban gogewa, tunani da dabarun masu zanensu. Ana sa ran zanen Durex Fun and Adventure Aikin Farko: Fakitin Kwaroron Roba ya zama abu da ake girmamawa sosai, ake sha'awa da ƙauna, mai ƙwarewa da ƙirƙire-ƙirƙire. Wannan zane da ya lashe Kyautar A' Design Award ta Tagulla yana haɗa mafi kyawun ayyuka a fasaha, kimiyya, zane da fasahar zamani, kuma yana da kyau saboda kulawarsa ga cikakkun bayanai. Zanen Durex Fun and Adventure Aikin Farko: Fakitin Kwaroron Roba yana biyan buƙatu da kyau, yana taɓa sha'awa, yana jan hankalin zukata kuma yana jawo sha'awar sani.

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.