Durex Fun and Adventure 콘돔 패키지 by Blackandgold Shanghai

Durex Fun and Adventure 콘돔 패키지 by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2022

Durex Fun and Adventure 콘돔 패키지

by Blackandgold Shanghai

Client: RB & Manon Business

A' Design Award 동상 Winner in 패키징 Category

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View at A' Design Award Press Release Award Badge

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The Design

About Durex Fun and Adventure 콘돔 패키지

'듀렉스 펀 앤 어드벤처(Durex Fun and Adventure)'는 중국 시장에서 판매되는 콘돔을 위한 패키지 디자인이다. 박스는 종이로 제작되었으며 가로 64mm, 세로 37mm, 높이 125mm의 크기를 갖는다. 제품의 특장점을 표현한 그래픽 디자인에는 부분 UV 코팅이 적용되었다. 그래픽은 픽셀 아트 게임에서 영감을 받아, 매대에 진열된 제품이 마치 게임 굿즈처럼 보이도록 했다. 중국의 많은 소비자들은 매장에서 콘돔을 고를 때 부끄러움을 느낀다. 픽셀 스타일은 노골적인 이미지 없이 가볍고 경쾌한 방식으로 제품의 특장점을 설명하며, 제품군이 매대에서 돋보이도록 돕는다.

The Recognition

About the A' Design Award 동상

Durex Fun and Adventure 콘돔 패키지, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Durex Fun and Adventure 콘돔 패키지, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Durex Fun and Adventure 콘돔 패키지, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

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.