Durex Fun and Adventure Mosebetsi wa Mantlha: Sepakete sa Dikhondomo by Blackandgold Shanghai

Durex Fun and Adventure Mosebetsi wa Mantlha: Sepakete sa Dikhondomo by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Moputso oa Boronse oa A' Design Award in Moralo wa Phuthelo Competition Category.

BoronsePhuthelo· 2022

Durex Fun and Adventure Mosebetsi wa Mantlha: Sepakete sa Dikhondomo

by Blackandgold Shanghai

Client: RB & Manon Business

Moputso oa Boronse oa A' Design Award Winner in Phuthelo 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 Mosebetsi wa Mantlha: Sepakete sa Dikhondomo

Mongolo wa Buka: Durex Fun and Adventure ke moralo wa sepakete sa dikhondomo tse rekisoang lebenkeleng la China. Lebokose le entswe ka pampiri mme le na le bophara ba 64 mm, botebo ba 37 mm le bophahamo ba 125 mm. Moralo wa setshwantsho bakeng sa melemo ya sehlahiswa o kwahetswe ka spot UV. Ditshwantsho di hlahisitswe ke maemo a dipapadi tsa pixel art, kahoo mefuta ena e shebahala jwaloka thepa ya dipapadi ha e le shelefong. Barekisi ba bangata Chaena ba ikutlwa ba hlajwa ke dihlong ha ba kgetha dikhondomo mabenkeleng. Setaele sa pixel se hlalosa melemo ya sehlahiswa ka tsela e bobebe, ntle le ditshwantsho tse pepeneneng, mme se thusa mofuta ona ho hlaha ka ho fapana le tse ding.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Durex Fun and Adventure Mosebetsi wa Mantlha: Sepakete sa Dikhondomo ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Durex Fun and Adventure Mosebetsi wa Mantlha: Sepakete sa Dikhondomo e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Durex Fun and Adventure Mosebetsi wa Mantlha: Sepakete sa Dikhondomo e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

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.