Durex Fun and Adventure Te Mahi Matua: Te Kōhiwihiwi Kōneke by Blackandgold Shanghai

Durex Fun and Adventure Te Mahi Matua: Te Kōhiwihiwi Kōneke by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Parahi in Hoahoa Takai Competition Category.

ParahiTakai· 2022

Durex Fun and Adventure Te Mahi Matua: Te Kōhiwihiwi Kōneke

by Blackandgold Shanghai

Client: RB & Manon Business

A' Design Award Parahi Winner in Takai 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 Te Mahi Matua: Te Kōhiwihiwi Kōneke

Kuputuhi Pukapuka: Ko Durex Fun and Adventure he hoahoa kōhiwihiwi mō ngā kōneke e hokona ana ki te maakete o Haina. He mea hanga te pouaka ki te pepa, ā, ko ōna nui he 64 mm te whānui, 37 mm te hōhonu me te 125 mm te teitei. Ko te hoahoa whakaahua mō ngā painga o te hua kua uhia ki te UV ā-wāhi. Ko ngā whakaahua he mea whakaawe mai i ngā kēmu toi pika, nā reira ka āhua rite te momo hua nei ki ngā taonga hokohoko kēmu i runga i ngā papa toa. He tokomaha ngā kaihoko i Haina e whakamā ana i te wā e kōwhiri ana i ngā kōneke i roto i ngā toa. Ko te ahua toi pika e whakamārama ana i ngā painga o te hua mā te ara māmā, kāore he whakaahua whāki, ā, ka āwhina i te momo hua nei kia tū kē i waenga i ērā atu.

The Recognition

About the A' Design Award Parahi

Ko Durex Fun and Adventure Te Mahi Matua: Te Kōhiwihiwi Kōneke te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Durex Fun and Adventure Te Mahi Matua: Te Kōhiwihiwi Kōneke he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Durex Fun and Adventure Te Mahi Matua: Te Kōhiwihiwi Kōneke i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

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.