Durex Fun and Adventure Involucrum Praeservativi by Blackandgold Shanghai

Durex Fun and Adventure Involucrum Praeservativi by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Praemium A' Design Award Aeneum in Designatio Involucri Competition Category.

AesInvolucrum· 2022

Durex Fun and Adventure Involucrum Praeservativi

by Blackandgold Shanghai

Client: RB & Manon Business

Praemium A' Design Award Aeneum Winner in Involucrum Category

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Verified Award Winner

Verify Award Status for #126417

View at A' Design Award Press Release Award Badge

Colors

The Design

About Durex Fun and Adventure Involucrum Praeservativi

Durex Fun and Adventure est forma involucri praeservativis destinata quae in foro Sinensi venduntur. Capsa ex charta facta est et 64 mm latitudinis, 37 mm altitudinis in profundum, et 125 mm altitudinis metitur. Designatio graphica utilitates producti demonstrans nitore UV punctuali (spot UV) illita est. Imagines graphicae ex ludis artis pixelatae inspirationem trahunt, ita ut haec series in repositorio tamquam merces ludi videatur. Multi emptores in Sinis, cum praeservativa in tabernis eligunt, pudore afficiuntur. Stylus pixelatus utilitates producti leviter explicat, sine imaginibus manifestis, atque hanc seriem inter alias eminere adiuvat.

The Recognition

About the Praemium A' Design Award Aeneum

Durex Fun and Adventure Involucrum Praeservativi victor est Praemii A' Design Award Aeneum, honoris multum aestimati formis egregiis, creandi ingenio, sollertia et acumine insignibus dati. Victores Aenei opera perita et mire creandi sunt, quae experientiam, imaginationem et solertiam auctorum suorum confirmant. Exspectatur Durex Fun and Adventure Involucrum Praeservativi rem multum aestimatam, admiratam et carissimam, notabiliter professionalem et novam fore. Haec forma Aeneo victa optimas consuetudines artis, scientiae, formandi rationis et technologiae amplectitur et in cura minutiarum excellit. Durex Fun and Adventure Involucrum Praeservativi necessitates egregie explet, cupiditates tangit, sensus capit et curiositatem allicit.

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.