Durex Fun and Adventure Tabalizt n Ukondom by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Tarbaḥt A' Design Award n Lbrunz in Afeṣṣel n Ukemmus Competition Category.
LbrunzAkemmus· 2022
Durex Fun and Adventure Tabalizt n Ukondom
Client: RB & Manon Business
Tarbaḥt A' Design Award n Lbrunz Winner in Akemmus Category
Verified Award Winner
Verify Award Status for #126417The Design
About Durex Fun and Adventure Tabalizt n Ukondom
Durex Fun and Adventure d asnifel n tbalizt i ukondom yettuzenzen deg ssuq acinwa. Tabalizt-a tettwaxdem s waṛaq, s teɣzi n 64 mm, s tuẓẓuɣt n 37 mm akked tehri n 125 mm. Asnifel unaẓur i lfayda n ufaris yettwaṣbeg s spot UV. Igraf-a ttwaneflen seg yiwuriwen n "pixel art", ihi tajmilt-a tettban-d ɣef ustur am ilugan n uwuri. Aṭas n imsaɣen di Ccinwa ttɣimin cḥicḥen mi ara xtiren akondomen deg ḥwanet. Ayen n "pixel" isefham lfayda n ufaris s wudem afessas, war tugniwin ibanen s ttbut, iwakken tajmilt-a ad d-tban seg wiyaḍ.
The Recognition
About the Tarbaḥt A' Design Award n Lbrunz
Durex Fun and Adventure Tabalizt n Ukondom d amerbaḥ n Tarbaḥt A' Design Award n Lbrunz, tagmat ɛlayen i yisnulfa yelhan, yeṭṭafaren tinawt, tamusni d tezmert. Imerbaḥen n Lbrunz d isnulfa yelhan, ttbanen d timusniwin n tmusni n yimahilen-nsen. Durex Fun and Adventure Tabalizt n Ukondom ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Durex Fun and Adventure Tabalizt n Ukondom yettemlil ɣef yimawlan, yettwaɛezzen s tmahilt-is.
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.
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