Durex Fun and Adventure Anbalaj pou Kapòt by Blackandgold Shanghai

Durex Fun and Adventure Anbalaj pou Kapòt by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Bwonz in Dezayn Anbalaj Competition Category.

BwonzAnbalaj· 2022

Durex Fun and Adventure Anbalaj pou Kapòt

by Blackandgold Shanghai

Client: RB & Manon Business

A' Design Award Bwonz Winner in Anbalaj Category

15,142

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 Anbalaj pou Kapòt

Durex Fun and Adventure se yon konsepsyon anbalaj pou kapòt yo vann sou mache Chinwa a. Bwat la fèt an papye e li mezire 64 mm nan lajè, 37 mm nan pwofondè ak 125 mm nan wotè. Konsepsyon grafik ki montre avantaj pwodwi a kouvri ak yon fini UV lokalize (spot UV). Grafik yo enspire pa jwèt pixel art, kidonk seri pwodwi a sanble ak machandiz jwèt sou etajè a. Anpil achtè nan Lachin santi yo jennen lè yo ap chwazi kapòt nan magazen. Style pixel la eksplike avantaj pwodwi a yon fason lejè, san imaj eksplisit, epi sa ede seri a fè pi bon enpresyon epi sòti pami lòt pwodwi yo.

The Recognition

About the A' Design Award Bwonz

Durex Fun and Adventure Anbalaj pou Kapòt se yon ganyan A' Design Award Bwonz, yon rekonesans ki gen anpil prestij yo bay design ekselan ki make pa kreyativite, enjenyozite ak finès. Ganyan Bwonz yo se objè ki abil anpil e ki kreyatif nan fason ki frape, ki otantifye gwo eksperyans, imajinasyon ak debouyaj designer yo. Yo atann Durex Fun and Adventure Anbalaj pou Kapòt pou se yon objè anpil moun estime, admire e renmen, ki pwofesyonèl e inovatè nan fason remakab. Design sa a ki ganyen A' Design Award Bwonz enkòpore pi bon pratik nan atizay, syans, design ak teknoloji, e li ekselan pou atansyon li bay detay. Durex Fun and Adventure Anbalaj pou Kapòt satisfè bezwen yon fason espledid, li touche dezi, li chame santiman e li atire kiryozite.

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.