Durex Fun and Adventure Kifungashio cha Kondomu by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Tuzo ya Shaba ya A' Design Award in Usanifu wa Ufungashaji Competition Category.
ShabaUfungashaji· 2022
Durex Fun and Adventure Kifungashio cha Kondomu
Client: RB & Manon Business
Tuzo ya Shaba ya A' Design Award Winner in Ufungashaji Category
Verified Award Winner
Verify Award Status for #126417The Design
About Durex Fun and Adventure Kifungashio cha Kondomu
Durex Fun and Adventure ni muundo wa kifungashio kwa ajili ya kondomu zinazouzwa katika soko la China. Kisanduku kimetengenezwa kwa karatasi na kina vipimo vya upana wa 64 mm, kina cha 37 mm na urefu wa 125 mm. Muundo wa michoro unaoonyesha faida za bidhaa umepakwa mng'ao wa UV wa sehemu maalum (spot UV). Michoro hiyo imepata msukumo kutoka kwa michezo ya sanaa ya pikseli (pixel art), hivyo mfululizo huu unaonekana kama bidhaa za mchezo zinapowekwa kwenye rafu za maduka. Wanunuzi wengi nchini China hujisikia aibu wanapochagua kondomu dukani. Mtindo wa pikseli unaeleza faida za bidhaa kwa njia nyepesi, bila kutumia picha za wazi, na hivyo kusaidia mfululizo huu kujitokeza kati ya bidhaa nyingine.
The Recognition
About the Tuzo ya Shaba ya A' Design Award
Durex Fun and Adventure Kifungashio cha Kondomu ni mshindi wa Tuzo ya Shaba ya A' Design Award, utambuzi wenye heshima kubwa unaotolewa kwa miundo bora inayotofautishwa kwa ubunifu, ustadi na busara. Washindi wa Shaba ni kazi za ufundi mwingi na bunifu ya kushangaza zinazothibitisha uzoefu mpana, mawazo na ustadi wa wabunifu wao. Durex Fun and Adventure Kifungashio cha Kondomu inatarajiwa kuwa kitu kinachothaminiwa sana, kupendwa na kuenziwa, ambacho ni cha kitaalamu na bunifu kwa kiasi kikubwa. Muundo huu ulioshinda Tuzo ya Shaba ya A' Design Award unajumuisha mbinu bora katika sanaa, sayansi, usanifu na teknolojia, na ni bora kwa umakini wake kwa undani. Durex Fun and Adventure Kifungashio cha Kondomu hutosheleza mahitaji kwa uzuri, hugusa hamu, huvutia hisia na kuvutia udadisi.
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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