Blackandgold Shanghai ᱨᱮᱱᱟᱜ Durex Fun and Adventure Condom Packaging ᱨᱮᱭᱟᱜ ᱠᱟᱦᱱᱤ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2022 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱯᱮᱠᱮᱡᱤᱝ· 2022
Durex Fun and Adventure Condom Packaging ᱨᱮᱭᱟᱜ ᱠᱟᱦᱱᱤ
Blackandgold Shanghai ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: RB & Manon Business
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#126417 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Durex Fun and Adventure Condom Packaging ᱨᱮᱭᱟᱜ ᱠᱟᱦᱱᱤ ᱵᱟᱵᱚᱛ ᱛᱮ
Durex Fun and Adventure ᱪᱤᱱ ᱵᱟᱡᱟᱨᱨᱮ ᱠᱤᱨᱤᱧ ᱮᱢ ᱠᱚᱨᱟ ᱠᱟᱱ ᱠᱚᱱᱰᱚᱢ ᱨᱮᱭᱟᱜ ᱨᱮᱦᱚᱸ ᱨᱚᱠᱚᱵ ᱨᱮᱭᱟᱜ ᱠᱟᱦᱱᱤ ᱠᱟᱱᱟ ᱾ ᱵᱚᱠᱥ ᱚᱱᱟ ᱠᱟᱜᱚᱡ ᱠᱷᱚᱱ ᱦᱮᱡ ᱟᱠᱟᱱᱟ ᱟᱨ ᱟᱭᱢᱟ 64 mm, ᱜᱟᱲ 37 mm, ᱟᱨ ᱡᱟᱜᱟᱜ 125 mm ᱠᱟᱱᱟ ᱾ ᱡᱤᱱᱤᱥ ᱨᱮᱭᱟᱜ ᱜᱩᱬᱩᱡ ᱠᱚ ᱮᱴᱠᱮᱴᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱨᱟᱯᱷᱤᱠ ᱰᱤᱡᱟᱭᱤᱱ ᱚᱱᱟ spot UV ᱠᱚᱴᱤᱝ ᱠᱟᱱᱟ ᱾ ᱜᱨᱟᱯᱷᱤᱠᱥ ᱠᱚ ᱯᱤᱠᱥᱮᱞ ᱟᱨᱴ ᱜᱮᱢ ᱠᱷᱚᱱ ᱤᱱᱥᱯᱟᱭᱤᱨ ᱮᱢ ᱟᱠᱟᱱᱟ, ᱚᱱᱟᱛᱮ ᱨᱮᱸᱡᱽ ᱚᱱᱟ ᱥᱮᱞᱯ ᱨᱮ ᱜᱮᱢ ᱢᱟᱨᱥᱮᱸᱰᱟᱭᱡ ᱞᱮᱠᱟᱛᱮ ᱩᱫᱩᱜ ᱟᱠᱟᱱᱟ ᱾ ᱪᱤᱱ ᱨᱮᱭᱟᱜ ᱚᱠᱛᱚ ᱠᱤᱨᱤᱧᱤᱡ ᱠᱚ ᱰᱚᱠᱟᱱᱟᱜ ᱠᱚᱱᱰᱚᱢ ᱵᱟᱪᱷᱟᱣ ᱞᱮᱠᱷᱟ ᱥᱚᱨᱢ ᱟᱭᱢᱟ ᱦᱩᱭᱩᱜ ᱠᱟᱱᱟ ᱾ ᱯᱤᱠᱥᱮᱞ ᱥᱴᱟᱭᱤᱞ ᱚᱱᱟ ᱡᱤᱱᱤᱥ ᱨᱮᱭᱟᱜ ᱜᱩᱬᱩᱡ ᱠᱚ ᱟᱹᱲᱟᱹᱞ ᱛᱮᱭᱟᱨ ᱠᱟᱛᱮ ᱩᱫᱩᱜ ᱠᱟᱛᱮ ᱮᱢᱟᱭ, ᱚᱴ ᱮᱴᱠᱮᱴᱟᱭ ᱡᱟᱨᱩᱲ ᱪᱤᱛᱟᱹᱨ ᱵᱟᱝ, ᱟᱨ ᱨᱮᱸᱡᱽ ᱚᱱᱟ ᱟᱞᱟᱫᱟ ᱟᱭᱢᱟ ᱩᱫᱩᱜ ᱨᱮ ᱜᱚᱲᱚ ᱮᱢᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Durex Fun and Adventure Condom Packaging ᱨᱮᱭᱟᱜ ᱠᱟᱦᱱᱤ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Durex Fun and Adventure Condom Packaging ᱨᱮᱭᱟᱜ ᱠᱟᱦᱱᱤ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Width 64 mm x Depth 37 mm x Height 125 mm
- ᱴᱮᱜ ᱠᱚ
- graphic design, packaging upgrade, condom, Durex, China market
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- The box is made of paper and the graphic design for product benefits is coated with Spot UV.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- In 2019, the project started in May and the new packaging was launched to market in December.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- All photos and video credits to blackandgold Shanghai, 2021.
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