Durex Fun and Adventure Fungsi Utama: Pembungkusan Kondom by Blackandgold Shanghai

Durex Fun and Adventure Fungsi Utama: Pembungkusan Kondom by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Gangsa in Reka Bentuk Pembungkusan Competition Category.

GangsaPembungkusan· 2022

Durex Fun and Adventure Fungsi Utama: Pembungkusan Kondom

by Blackandgold Shanghai

Client: RB & Manon Business

A' Design Award Gangsa Winner in Pembungkusan 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 Fungsi Utama: Pembungkusan Kondom

Teks Buku: Durex Fun and Adventure ialah reka bentuk pembungkusan untuk kondom yang dijual di pasaran China. Kotak ini diperbuat daripada kertas dan berukuran 64 mm lebar, 37 mm dalam dan 125 mm tinggi. Reka bentuk grafik bagi manfaat produk ini disaluti dengan spot UV. Grafiknya diinspirasikan oleh permainan seni piksel, menjadikan rangkaian produk ini kelihatan seperti barangan permainan di atas rak. Ramai pembeli di China berasa malu apabila memilih kondom di kedai. Gaya piksel ini menerangkan manfaat produk dengan cara yang ringan, tanpa imej yang eksplisit, serta membantu rangkaian produk ini tampil menonjol.

The Recognition

About the A' Design Award Gangsa

Durex Fun and Adventure Fungsi Utama: Pembungkusan Kondom ialah pemenang A' Design Award Gangsa, pengiktirafan yang amat berprestij yang dianugerahkan kepada reka bentuk cemerlang yang dicirikan oleh kreativiti, kecerdikan dan ketajaman fikiran. Pemenang Gangsa ialah artifak yang amat mahir dan sangat kreatif yang membuktikan pengalaman luas, imaginasi dan akal budi pereka bentuknya. Durex Fun and Adventure Fungsi Utama: Pembungkusan Kondom diharapkan menjadi objek yang sangat dihargai, dikagumi dan disayangi, sangat profesional dan inovatif. Reka bentuk pemenang A' Design Award Gangsa ini merangkumi amalan terbaik dalam seni, sains, reka bentuk dan teknologi, dan cemerlang dalam perhatiannya terhadap butiran. Durex Fun and Adventure Fungsi Utama: Pembungkusan Kondom memenuhi keperluan dengan indah, menyentuh keinginan, memikat perasaan dan menarik rasa ingin tahu.

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.