Bronzo Packaging · 2022
Durex Fun and Adventure Confezione per preservativi
- A' Design Award di Bronzo 2022 in Packaging
- CLIENT: RB & Manon Business
- Estimated Number of Design Views: 15,142
- Verification code 9D7FABD95E · Verify this award
Colors
About Durex Fun and Adventure Confezione per preservativi
Durex Fun and Adventure è un progetto di packaging per preservativi destinati al mercato cinese. La scatola è realizzata in carta e misura 64 mm di larghezza, 37 mm di profondità e 125 mm di altezza. La grafica dedicata ai benefici del prodotto è trattata con vernice UV a registro. Le illustrazioni si ispirano ai videogiochi in pixel art, così che la linea appaia sullo scaffale come un articolo di merchandising videoludico. In Cina molti acquirenti provano imbarazzo nello scegliere i preservativi in negozio: lo stile pixel comunica i benefici del prodotto in modo leggero, senza immagini esplicite, e aiuta la linea a distinguersi.
About the A' Design Award di Bronzo
Durex Fun and Adventure Confezione per preservativi ha vinto l'A' Design Award di Bronzo, un riconoscimento altamente prestigioso conferito a design eccezionali che si distinguono per creatività, ingegno e astuzia. I vincitori di Bronzo sono manufatti ampiamente abili e sorprendentemente creativi che autenticano la vasta esperienza, l'immaginazione e l'intraprendenza dei loro designer. Ci si aspetta che Durex Fun and Adventure Confezione per preservativi sia un oggetto molto apprezzato, ammirato e amato, notevolmente professionale e innovativo. Questo design vincitore dell'A' Design Award di Bronzo incorpora le migliori pratiche dell'arte, della scienza, del design e della tecnologia, ed è eccellente per l'attenzione al dettaglio. Durex Fun and Adventure Confezione per preservativi soddisfa splendidamente i bisogni, tocca i desideri, affascina i sentimenti e attira la curiosità.
Press Kit
- 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.
- Image Credits
- All photos and video credits to blackandgold Shanghai, 2021.
