Durex Fun and Adventure Kondompackaging by Blackandgold Shanghai

Durex Fun and Adventure Kondompackaging by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award an Bronze in Verpackungsdesign Competition Category.

BronzeVerpackung· 2022

Durex Fun and Adventure Kondompackaging

by Blackandgold Shanghai

Client: RB & Manon Business

A' Design Award an Bronze Winner in Verpackung Category

15,142

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 Kondompackaging

Durex Fun and Adventure ass e Verpackungsdesign fir Kondomer, déi um chinesesche Maart verkaaft ginn. D'Schachtel ass aus Pabeier a mëcht 64 mm an der Breet, 37 mm an der Déift an 125 mm an der Héicht. D'Grafikdesign fir d'Produktvirdeeler ass mat Spot-UV beschicht. D'Grafiken sinn duerch Pixel-Art-Spiller inspiréiert, sou datt d'Palette am Regal wéi Spillsmerchandise ausgesäit. Vill Keefer a China fillen sech onwuel, wa se Kondomer an de Geschäfter auswielen. De Pixel-Stil erkläert d'Produktvirdeeler op eng liicht Aart a Weis, ouni explizit Biller, an hëlleft der Palette sech ofzehiewen.

The Recognition

About the A' Design Award an Bronze

Durex Fun and Adventure Kondompackaging ass e Gewënner vum A' Design Award an Bronze, enger héich prestigiéiser Unerkennung, déi un erausragend Designe vergi gëtt, déi sech duerch Kreativitéit, Erfindungsgab a Schlauheet ausgezeechnen. Bronze-Gewënner si voll Fäegkeet a opfälleg kreativ Wierker, déi déi grouss Erfahrung, d'Fantasie an d'Ressourceréichtum vun hire Designer bestätegen. Et gëtt erwaart, datt Durex Fun and Adventure Kondompackaging e héich geschätzt, bewonnert a beléifte Géigestand ass, bemierkenswäert professionell an innovativ. Dëst mam Bronze ausgezeechent Design integréiert déi beschte Praktike vun der Konscht, der Wëssenschaft, vum Design an der Technologie an zeechent sech duerch Opmierksamkeet fir Detailer aus. Durex Fun and Adventure Kondompackaging erfëllt Bedierfnesser exzellent, beréiert Wënsch, bezauberet Gefiller an erweckt Neigierecht.

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.