Durex Fun and Adventure Chikwama cha Condom by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Mphoto ya Bronze ya A' Design Award in Mapangidwe a Mapaketi Competition Category.
BronzeMapaketi· 2022
Durex Fun and Adventure Chikwama cha Condom
Client: RB & Manon Business
Mphoto ya Bronze ya A' Design Award Winner in Mapaketi Category
Verified Award Winner
Verify Award Status for #126417The Design
About Durex Fun and Adventure Chikwama cha Condom
Durex Fun and Adventure ndi kapangidwe ka chikwama cha ma kondomu ogulitsidwa m'msika wa China. Bokosilo lapangidwa ndi pepala ndipo lili ndi mulingo wa 64 mm m'lifupi, 37 mm mkuya ndi 125 mm m'litali. Kapangidwe ka zithunzi kosonyeza ubwino wa chinthucho kamakutidwa ndi spot UV. Zithunzizo zatengera masewera a pixel art, kotero kuti mtundu uwu umaoneka ngati katundu wa masewera pa shelufu. Ogula ambiri ku China amachita manyazi akamasankha ma kondomu m'masitolo. Kalembedwe ka pixel kamafotokoza ubwino wa chinthucho mosavuta, popanda zithunzi zoonekera poyera, ndipo kamathandiza mtunduwu kusiyana ndi zina pamalonda.
The Recognition
About the Mphoto ya Bronze ya A' Design Award
Durex Fun and Adventure Chikwama cha Condom ndi mmodzi mwa opambana a Mphoto ya Bronze ya A' Design Award, kuzindikirika kolemekezeka kwambiri komwe kumaperekedwa kwa mapangidwe abwino kwambiri omwe amaonekera ndi luso lolenga, kuchenjera ndi nzeru zakuthwa. Opambana a Bronze ndi zinthu zaluso kwambiri ndi zolenga modabwitsa zomwe zimatsimikizira zochitika zazikulu, kulingalira ndi kuchenjera kwa opanga awo. Durex Fun and Adventure Chikwama cha Condom akuyembekezeka kukhala chinthu choyamikiridwa, chosirira ndi chokondedwa, chaukatswiri wapadera ndi chatsopano. Mapangidwe opambana Mphoto ya Bronze ya A' Design Award awa amaphatikiza machitidwe abwino kwambiri a luso, sayansi, kapangidwe ndi ukadaulo ndipo ndi abwino kwambiri chifukwa cha kusamala kwawo zazing'ono. Durex Fun and Adventure Chikwama cha Condom amakwaniritsa zosowa mokongola, kukhudza zilakolako, kukopa mitima ndi kudzutsa chidwi.
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.
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