Durex Fun and Adventure Ambalaža za kondome – dizajner Blackandgold Shanghai

Dizajn Durex Fun and Adventure Ambalaža za kondome čiji je autor Blackandgold Shanghai iznimno je cijenjeni dobitnik prestižne nagrade 2022 Brončana nagrada A' Design Award u natjecateljskoj kategoriji Dizajn Ambalaže.

BroncaAmbalaža· 2022

Durex Fun and Adventure Ambalaža za kondome

autor/ica Blackandgold Shanghai

Klijent: RB & Manon Business

Dobitnik nagrade Brončana nagrada A' Design Award u kategoriji Ambalaža

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Boje

Dizajn

O dizajnu Durex Fun and Adventure Ambalaža za kondome

Durex Fun and Adventure je dizajn ambalaže za kondome namijenjene kineskom tržištu. Kutija je izrađena od papira i mjeri 64 mm u širini, 37 mm u dubini te 125 mm u visini. Grafički dizajn koji prikazuje prednosti proizvoda obrađen je selektivnim UV lakom. Grafika je inspirirana pixel art igricama, zbog čega ova linija proizvoda na polici izgleda poput merchandisea iz videoigre. Mnogi kupci u Kini osjećaju nelagodu prilikom odabira kondoma u trgovinama. Pixel stil na lagan način objašnjava prednosti proizvoda, bez eksplicitnih prikaza, te pomaže da se linija proizvoda istakne na polici.

Priznanje

O nagradi Brončana nagrada A' Design Award

Durex Fun and Adventure Ambalaža za kondome je pobjednik Brončane nagrade A' Design Award, visoko prestižnog priznanja koje se dodjeljuje izvanrednim dizajnima što se odlikuju kreativnošću, domišljatošću i oštroumnošću. Brončani pobjednici izdašno su vješti i upečatljivo kreativni artefakti koji potvrđuju golemo iskustvo, maštu i snalažljivost svojih dizajnera. Očekuje se da Durex Fun and Adventure Ambalaža za kondome bude visoko cijenjen, voljen i njegovan predmet koji je izuzetno profesionalan i inovativan. Ovaj dizajn koji je osvojio Brončanu nagradu A' Design Award uključuje najbolje prakse u umjetnosti, znanosti, dizajnu i tehnologiji i izvrstan je zbog pažnje posvećene detaljima. Durex Fun and Adventure Ambalaža za kondome sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.

Iza dizajna

Komplet za medije

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: 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.
Dimenzije i pakiranje: Width 64 mm x Depth 37 mm x Height 125 mm
Oznake: graphic design, packaging upgrade, condom, Durex, China market
Proizvodna tehnologija: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Dizajnerski izazov: 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.
Istraživanje: 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.
Inspiracija: 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.
Trajanje projekta: In 2019, the project started in May and the new packaging was launched to market in December.
Tijek rada: 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.
Članovi tima: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Zasluge za fotografije: All photos and video credits to blackandgold Shanghai, 2021.