Durex Fun and Adventure Shaqada Ugu Weyn: Baakidhka Kondhomka oo uu sameeyey Blackandgold Shanghai

Naqshadda Durex Fun and Adventure Shaqada Ugu Weyn: Baakidhka Kondhomka oo uu sameeyey Blackandgold Shanghai waa mid aad u sharaf badan oo ku guulaysatay tartanka qaybta Naqshadeynta Xirmooyinka ee 2022 Abaalmarinta Naxaasta ah ee A' Design Award.

NaxaasXirmooyin· 2022

Durex Fun and Adventure Shaqada Ugu Weyn: Baakidhka Kondhomka

Blackandgold Shanghai uu sameeyay

Macmiilka: RB & Manon Business

Ku Guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award ee Qaybta Xirmooyin

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Ku Guuleystaha Abaalmarinta La Xaqiijiyey

Xaqiiji Xaaladda Abaalmarinta #126417

Ka Eeg A' Design Award War-saxaafadeed Calaamadda Abaalmarinta

Midabada

Naqshadeynta

Wax ku saabsan Durex Fun and Adventure Shaqada Ugu Weyn: Baakidhka Kondhomka

Qoraalka Buugga: Durex Fun and Adventure waa naqshad baakidh loogu talagalay kondhomyada lagu iibiyo suuqa Shiinaha. Sanduuqu wuxuu ka samaysan yahay waraaq, wuxuuna leeyahay ballaadh 64 mm, qoto 37 mm, iyo dherer 125 mm. Naqshadda garaafiga ee muujinaysa faa'iidooyinka alaabta waxaa lagu dahaadhay UV gaar ah (spot UV). Sawirrada waxaa ku dhiirrigeliyay ciyaaraha farshaxanka bikselka (pixel art), taasoo ka dhigaysa in kaydku uu shelfka ku muuqdo sida alaab ciyaareed. Dad badan oo iibsada oo joogta Shiinaha ayaa dareemaya xishood marka ay dukaamada ka doorteen kondhomyada. Qaabka bikselka wuxuu si fudud u sharraxayaa faa'iidooyinka alaabta, isagoon isticmaalin sawirro cad oo bayaan ah, taasoo caawisa in kaydku si gaar ah uga muuqdo kuwa kale.

Aqoonsiga

Wax ku saabsan Abaalmarinta Naxaasta ah ee A' Design Award

Durex Fun and Adventure Shaqada Ugu Weyn: Baakidhka Kondhomka waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Durex Fun and Adventure Shaqada Ugu Weyn: Baakidhka Kondhomka waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Durex Fun and Adventure Shaqada Ugu Weyn: Baakidhka Kondhomka si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.

Gadaasha Naqshadeynta

Xirmada Warbaahinta

Shahaadooyinka, xubnaha kooxda iyo faahfaahinta farsamada ee uu bixiyay naqshadeeluhu.

Sifooyinka Gaarka ah: 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.
Cabbirka & Qaabaynta: Width 64 mm x Depth 37 mm x Height 125 mm
Summado: graphic design, packaging upgrade, condom, Durex, China market
Tiknoloojiyada Soo Saarka: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Caqabadda Naqshadda: 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.
Cilmi-baadhis: 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.
Dhiirrigelinta: 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.
Muddada Mashruuca: In 2019, the project started in May and the new packaging was launched to market in December.
Socodka Hawlgalka: 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.
Xubnaha Kooxda: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Amaanta Sawirrada: All photos and video credits to blackandgold Shanghai, 2021.