Durex Fun and Adventure Kondomförpackning by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award i Brons in Förpackningsdesign Competition Category.
BronsFörpackning· 2022
Durex Fun and Adventure Kondomförpackning
Client: RB & Manon Business
A' Design Award i Brons Winner in Förpackning Category
Verified Award Winner
Verify Award Status for #126417The Design
About Durex Fun and Adventure Kondomförpackning
Durex Fun and Adventure är en förpackningsdesign för kondomer som säljs på den kinesiska marknaden. Förpackningen är tillverkad av papper och mäter 64 mm i bredd, 37 mm på djupet och 125 mm i höjd. Den grafiska designen som visar produktens fördelar är belagd med spot-UV-lack. Grafiken är inspirerad av pixelspel, vilket gör att sortimentet ser ut som spelmerchandise i hyllan. Många köpare i Kina känner sig generade när de väljer kondomer i butik. Pixelstilen förmedlar produktens fördelar på ett lekfullt sätt, utan explicita bilder, och hjälper sortimentet att sticka ut på hyllan.
The Recognition
About the A' Design Award i Brons
Durex Fun and Adventure Kondomförpackning är vinnare av A' Design Award i Brons, ett högst prestigefyllt erkännande som tilldelas enastående designverk som utmärker sig genom kreativitet, uppfinningsrikedom och klokhet. Bronsvinnare är mycket skickliga och slående kreativa föremål som styrker formgivarnas stora erfarenhet, fantasi och påhittighet. Durex Fun and Adventure Kondomförpackning förväntas vara ett högt skattat, beundrat och älskat föremål som är anmärkningsvärt professionellt och innovativt. Detta vinnande verk i A' Design Award i Brons införlivar bästa praxis inom konst, vetenskap, design och teknik och är utmärkt genom sin omsorg om detaljer. Durex Fun and Adventure Kondomförpackning tillfredsställer fantastiskt behov, rör vid längtan, charmar känslor och väcker nyfikenhet.
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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