Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom by Blackandgold Shanghai

Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Ihe Nrite A' Design Award nke Bronz in Nhazi Ngwungwu Competition Category.

BronzNgwungwu· 2022

Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom

by Blackandgold Shanghai

Client: RB & Manon Business

Ihe Nrite A' Design Award nke Bronz Winner in Ngwungwu Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom

Ederede Akwụkwọ: Durex Fun and Adventure bụ nhazi ngwugwu maka kondom nke a na-ere n'ahịa ndị China. A na-eji akwụkwọ mee igbe ahụ, ọ dịkwa 64 mm n'obosara, 37 mm n'omimi, na 125 mm n'ịdị elu. E ji spot UV techie eserese egosipụta uru ngwaahịa ahụ. Eserese ndị a sitere n'echiche egwuregwu pixel art, nke mere ka ụdị ngwaahịa a dịrị ka ngwa egwuregwu n'elu shelf. Ọtụtụ ndị na-azụ ahịa na China na-enwe ihere mgbe ha na-ahọrọ kondom n'ụlọ ahịa. Ụdị pixel a na-akọwa uru ngwaahịa ahụ n'ụzọ dị mfe, na-enweghị onyonyo doro anya, na-enyekwa aka mee ka ụdị ngwaahịa a pụta ìhè n'etiti ndị ọzọ.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

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.