Durex Fun and Adventure Ka Hana Nui: Ka Hōʻeha Pale Kanaka (Condom Packaging) na Blackandgold Shanghai

ʻO Durex Fun and Adventure Ka Hana Nui: Ka Hōʻeha Pale Kanaka (Condom Packaging) na Blackandgold Shanghai he mea lanakila hanohano loa o ka 2022 A' Design Award Keleawe ma ka Māhele Hoʻokūkū Hoʻolālā ʻUhi.

KeleaweʻUhi· 2022

Durex Fun and Adventure Ka Hana Nui: Ka Hōʻeha Pale Kanaka (Condom Packaging)

na Blackandgold Shanghai

Mea Kūʻai: RB & Manon Business

Mea Lanakila A' Design Award Keleawe ma ka Māhele ʻUhi

15,142

Mea Lanakila i Hōʻoia ʻIa

Hōʻoia i ke Kūlana Makana no #126417

Nānā ma A' Design Award Hoʻolaha Nūhou Hōʻailona Makana

Nā Waihoʻoluʻu

Ka Hoʻolālā

E Pili Ana iā Durex Fun and Adventure Ka Hana Nui: Ka Hōʻeha Pale Kanaka (Condom Packaging)

Kikokikona Puke: ʻO Durex Fun and Adventure kahi hoʻolālā hōʻeha no nā pale kanaka i kūʻai ʻia ma ka mākeke Kina. Hana ʻia ka pahu me ka pepa a nona ka nui he 64 mm ka laulā, 37 mm ka hohonu, a me 125 mm ke kiʻekiʻe. Uhi ʻia ke kiʻi hoʻolālā no nā pōmaikaʻi o ka huahana me ka spot UV. Loaʻa ke ʻano o nā kiʻi mai nā pāʻani pixel art, no laila, ke nānā ʻia ka pūʻulu ma ka papa kūʻai, ua like ia me nā waiwai pāʻani. Nui nā mea kūʻai ma Kina e hilahila ana i ke koho ʻana i nā pale kanaka ma nā hale kūʻai. Wehewehe ke ʻano pixel i nā pōmaikaʻi o ka huahana me ke ʻano māmā, me ka ʻole o nā kiʻi ākea, a kōkua ia i ka pūʻulu e kū kaʻawale ai.

Ka Hoʻomaikai

E Pili Ana i ka A' Design Award Keleawe

Ua lanakila ka hoʻolālā Durex Fun and Adventure Ka Hana Nui: Ka Hōʻeha Pale Kanaka (Condom Packaging) i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Durex Fun and Adventure Ka Hana Nui: Ka Hōʻeha Pale Kanaka (Condom Packaging) he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Durex Fun and Adventure Ka Hana Nui: Ka Hōʻeha Pale Kanaka (Condom Packaging) i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

Ma Hope o ka Hoʻolālā

ʻEke Nūhou

Nā hōʻoia, nā lālā hui a me nā kikoʻī ʻenehana i hāʻawi ʻia e ka mea hoʻolālā.

Nā ʻAno Kūʻokoʻa: 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.
Nā Ana a me ka Hoʻopili: Width 64 mm x Depth 37 mm x Height 125 mm
Nā Lepili: graphic design, packaging upgrade, condom, Durex, China market
ʻEnehana Hana: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Pilikia Hoʻolālā: 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.
Noiʻi: 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.
Hoʻoulu Manaʻo: 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.
Ka Lōʻihi o ka Papahana: In 2019, the project started in May and the new packaging was launched to market in December.
Kaʻina Hana: 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.
Nā Lālā Hui: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Nā Kuleana Kiʻi: All photos and video credits to blackandgold Shanghai, 2021.