Durex Fun and Adventure Igikoresho cy'Ibanze: Ipaki y'Udukingirizo by Blackandgold Shanghai

Durex Fun and Adventure Igikoresho cy'Ibanze: Ipaki y'Udukingirizo by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Igihembo cya A' Design Award cya Buronze in Igishushanyo cy'Ipaki Competition Category.

BuronzeIpaki· 2022

Durex Fun and Adventure Igikoresho cy'Ibanze: Ipaki y'Udukingirizo

by Blackandgold Shanghai

Client: RB & Manon Business

Igihembo cya A' Design Award cya Buronze Winner in Ipaki 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 Igikoresho cy'Ibanze: Ipaki y'Udukingirizo

Umwandiko w'Igitabo: Durex Fun and Adventure ni igishushanyo cy'ipaki y'udukingirizo tugurishwa mu isoko rya Ubushinwa. Agasanduku gakozwe mu mpapuro kandi gafite ubugari bwa milimetero 64, uburebure bw'imbere bwa milimetero 37 n'ubuhagarike bwa milimetero 125. Igishushanyo cy'ibiranga umumaro w'igicuruzwa cyuzuyemo ubwoko bw'irangi rya spot UV. Ibishushanyo byahumetswe n'imikino ya pixel art, bigatuma iyi paki isa n'ibicuruzwa by'imikino igihe biri ku gikapu. Abaguzi benshi mu Bushinwa biyumva bafite isoni igihe bahitamo udukingirizo mu maduka. Uburyo bwa pixel busobanura imimaro y'igicuruzwa mu buryo bworoshye, butagaragaza amashusho yerekana ibintu ku buryo bugaragara, kandi bigatuma iyi paki itandukanye n'izindi ku isoko.

The Recognition

About the Igihembo cya A' Design Award cya Buronze

Durex Fun and Adventure Igikoresho cy'Ibanze: Ipaki y'Udukingirizo ni uwegukanye Igihembo cya A' Design Award cya Buronze, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo by'indashyikirwa birangwa no guhanga, ubwenge n'ubushishozi. Abegukanye Buronze ni ibihangano bifite ubuhanga bwinshi kandi bihanga cyane, bishimangira uburambe, ubwenge n'ubushobozi bw'ababihanze. Durex Fun and Adventure Igikoresho cy'Ibanze: Ipaki y'Udukingirizo biteganyijwe ko izaba ikintu cyubahwa, gishimwa kandi gikundwa, gifite ubunyamwuga n'udushya. Iki gishushanyo cyegukanye Buronze gikoresha uburyo bwiza mu buhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga kandi kirarenze mu gutaha ku tuntu duto. Durex Fun and Adventure Igikoresho cy'Ibanze: Ipaki y'Udukingirizo ishimisha ibyo dukeneye, ikora ku byifuzo byacu, itwara amarangamutima yacu kandi ikurura amatsiko yacu.

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.