Durex Fun and Adventure Fungsi Kondom dening Blackandgold Shanghai

Karya Durex Fun and Adventure Fungsi Kondom dening Blackandgold Shanghai minangka pemenang sing diajeni banget saka A' Design Award Perunggu 2022 sing bergengsi ing Kategori Kompetisi Desain Bungkusan.

PerungguBungkusan· 2022

Durex Fun and Adventure Fungsi Kondom

dening Blackandgold Shanghai

Klien: RB & Manon Business

Pemenang A' Design Award Perunggu ing Kategori Bungkusan

15,746

Pemenang Penghargaan Terverifikasi

Verifikasi Status Penghargaan kanggo #126417

Deleng ing A' Design Award Siaran Pers Lencana Penghargaan

Warna

Desaine

Babagan Durex Fun and Adventure Fungsi Kondom

Durex Fun and Adventure minangka desain kemasan kanggo kondom sing didol ing pasar Cina. Kothake digawe saka kertas kanthi ukuran lebar 64 mm, jero 37 mm, lan dhuwur 125 mm. Desain grafis kanggo manfaat produk dilapisi spot UV. Grafis kasebut kainspirasi saka game pixel art, saengga rangkaian produk katon kaya barang dagangan game ing rak. Akeh pembeli ing Cina ngrasa isin nalika milih kondom ing toko. Gaya pixel njlentrehake manfaat produk kanthi cara sing entheng, tanpa gambar sing vulgar, lan mbantu rangkaian produk kasebut katon beda saka liyane.

Pangakuan

Babagan A' Design Award Perunggu

Durex Fun and Adventure Fungsi Kondom menang A' Design Award Perunggu, pangenalan sing prestisius banget sing diparingake marang desain sing luar biasa sing dicirikake dening kreativitas, kapinteran lan kaweruh sing landhep. Pemenang Perunggu iku artefak sing trampil banget lan kreatif banget sing mbuktekake pengalaman sing jembar, imajinasi lan kapinteran para desainer. Durex Fun and Adventure Fungsi Kondom dikarepake dadi barang sing dihargai banget, dikagumi lan ditresnani, profesional lan inovatif banget. Desain sing menang A' Design Award Perunggu iki ngemot praktik sing paling apik ing seni, sains, desain lan teknologi, lan apik banget ing perhatiane marang rincian. Durex Fun and Adventure Fungsi Kondom nyukupi kabutuhan kanthi apik, nutul kekarepan, ngaya rasa lan narik rasa pengin weruh.

Ing Mburi Desain

Kit Pers

Kredit, anggota tim lan detail teknis sing diwenehake dening desainer.

Sifat Unik: 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.
Ukuran & Kemasan: Width 64 mm x Depth 37 mm x Height 125 mm
Tag: graphic design, packaging upgrade, condom, Durex, China market
Teknologi Produksi: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Tantangan Desain: 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.
Riset: 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.
Inspirasi: 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.
Durasi Proyek: In 2019, the project started in May and the new packaging was launched to market in December.
Alur Operasi: 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.
Anggota Tim: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Kredit Gambar: All photos and video credits to blackandgold Shanghai, 2021.