Durex Fun and Adventure Aðalhlutverk: Umbúðir fyrir smokka by Blackandgold Shanghai

Durex Fun and Adventure Aðalhlutverk: Umbúðir fyrir smokka by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award í bronsi in Umbúðahönnun Competition Category.

BronsUmbúðir· 2022

Durex Fun and Adventure Aðalhlutverk: Umbúðir fyrir smokka

by Blackandgold Shanghai

Client: RB & Manon Business

A' Design Award í bronsi Winner in Umbúðir Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Durex Fun and Adventure Aðalhlutverk: Umbúðir fyrir smokka

Bókartexti: Durex Fun and Adventure er umbúðahönnun fyrir smokka sem seldir eru á kínverska markaðnum. Askjan er úr pappír og mælist 64 mm á breidd, 37 mm á dýpt og 125 mm á hæð. Grafíska hönnunin sem sýnir kosti vörunnar er húðuð með punkta-UV lakki (spot UV). Grafíkin er innblásin af pixlalist úr tölvuleikjum, þannig að línan lítur út eins og tölvuleikjavarningur í hillunni. Margir kaupendur í Kína finna fyrir vandræðum þegar þeir velja smokka í verslunum. Pixlastíllinn útskýrir kosti vörunnar á léttan hátt, án berorðra mynda, og hjálpar línunni að skera sig úr.

The Recognition

About the A' Design Award í bronsi

Durex Fun and Adventure Aðalhlutverk: Umbúðir fyrir smokka vann A' Design Award í bronsi, mjög virta viðurkenningu sem veitt er framúrskarandi hönnunarverkum sem einkennast af sköpunargáfu, hugvitssemi og skarpskyggni. Sigurvegarar í bronsi eru ríkulega leiknir og áberandi skapandi gripir sem staðfesta víðtæka reynslu, ímyndunarafl og útsjónarsemi hönnuða sinna. Þess er vænst að Durex Fun and Adventure Aðalhlutverk: Umbúðir fyrir smokka sé mjög metinn, dáður og elskaður hlutur sem er einstaklega fagmannlegur og nýstárlegur. Þetta hönnunarverk sem vann A' Design Award í bronsi felur í sér bestu starfsvenjur í list, vísindum, hönnun og tækni og er framúrskarandi fyrir athygli sína á smáatriðum. Durex Fun and Adventure Aðalhlutverk: Umbúðir fyrir smokka fullnægir þörfum á dásamlegan hátt, snertir langanir, heillar tilfinningar og vekur forvitni.

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.