Durex Fun and Adventure Ippakkjar tal-Kondomijiet by Blackandgold Shanghai

Durex Fun and Adventure Ippakkjar tal-Kondomijiet by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Premju A' Design Award tal-Bronż in Disinn tal-Ippakkjar Competition Category.

BronżIppakkjar· 2022

Durex Fun and Adventure Ippakkjar tal-Kondomijiet

by Blackandgold Shanghai

Client: RB & Manon Business

Premju A' Design Award tal-Bronż Winner in Ippakkjar Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Durex Fun and Adventure Ippakkjar tal-Kondomijiet

Id-Durex Fun and Adventure huwa disinn tal-ippakkjar għal kondomijiet mibjugħa fis-suq Ċiniż. Il-kaxxa hija magħmula mill-karta u tkejjel 64 mm fil-wisa', 37 mm fil-fond u 125 mm fl-għoli. Id-disinn grafiku li juri l-benefiċċji tal-prodott huwa miksi b'UV lokalizzat (spot UV). Il-grafika hija ispirata mil-logħob pixel art, sabiex il-firxa tidher bħal merkanzija ta' logħba fuq l-ixkaffa. Ħafna xerrejja fiċ-Ċina jħossuhom imbarazzati meta jagħżlu l-kondomijiet fil-ħwienet. L-istil pixel jispjega l-benefiċċji tal-prodott b'mod ħafif, mingħajr immaġini espliċiti, u jgħin lill-firxa toħroġ 'il fuq mill-bqija.

The Recognition

About the Premju A' Design Award tal-Bronż

Durex Fun and Adventure Ippakkjar tal-Kondomijiet huwa rebbieħ tal-Premju A' Design Award tal-Bronż, rikonoxximent prestiġjuż ħafna mogħti lil disinji eċċellenti ddistingwuti mill-kreattività, l-ingenwità u l-għaqal. Ir-rebbieħa tal-Bronż huma xogħlijiet bi ħila biżżejjed u kreattivi b'mod impressjonanti li jawtentikaw l-esperjenza vasta, l-immaġinazzjoni u l-ħila ta' riżorsi tad-disinjaturi tagħhom. Huwa mistenni li Durex Fun and Adventure Ippakkjar tal-Kondomijiet ikun oġġett imqabbar ħafna, mammirat u maħbub, notevolment professjonali u innovattiv. Dan id-disinn rebbieħ tal-Bronż jinkorporaw l-aħjar prattiki fl-arti, ix-xjenza, id-disinn u t-teknoloġija u huwa eċċellenti fl-attenzjoni għad-dettalji. Durex Fun and Adventure Ippakkjar tal-Kondomijiet jissodisfa l-ħtiġijiet b'mod eċċellenti, imiss ix-xewqat, jinċanta s-sentimenti u jattira l-kurżità.

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.