Durex Fun and Adventure Prezerwatiw Gaby by Blackandgold Shanghai

Durex Fun and Adventure Prezerwatiw Gaby by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Bürünç Baýragy in Gaplama Dizaýny Competition Category.

BürünçGaplama· 2022

Durex Fun and Adventure Prezerwatiw Gaby

by Blackandgold Shanghai

Client: RB & Manon Business

A' Design Award Bürünç Baýragy Winner in Gaplama Category

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Verified Award Winner

Verify Award Status for #126417

View at A' Design Award Press Release Award Badge

Colors

The Design

About Durex Fun and Adventure Prezerwatiw Gaby

Durex Fun and Adventure — Hytaý bazarynda satylýan prezerwatiwler üçin niýetlenen gaplama dizaýnydyr. Guty kagyzdan ýasalyp, ini 64 mm, çuňlugy 37 mm we beýikligi 125 mm ölçeglerinde. Önümiň artykmaçlyklaryny görkezýän grafiki dizaýn nokatlaýyn UK (spot UV) örtügi bilen bejerilendir. Grafikalar piksel-art oýunlaryndan ylham alnyp döredilipdir, şonuň üçin hem önüm hatary tekjede oýun harydyna meňzeýär. Hytaýdaky köp satyn alyjylar dükanlarda prezerwatiw saýlanda utanç duýgusyny başdan geçirýärler. Piksel stili önümiň artykmaçlyklaryny açyk-aýdyň şekillersiz, ýeňil hem şadyýan usulda düşündirip, önüm hataryna tekjede tapawutlanmaga kömek edýär.

The Recognition

About the A' Design Award Bürünç Baýragy

Durex Fun and Adventure Prezerwatiw Gaby A' Design Award Bürünç Baýragynyň ýeňijisidir; bu döredijilik, ussatlyk we ýiti akyl bilen tapawutlanýan tapawutly dizaýnlara berilýän aşa abraýly ykrarnamadyr. Bürünç ýeňijileri dizaýnerleriniň giň tejribesini, hyýalyny we tapawutlylygyny tassyklaýan örän ussat we geň galdyryjy derejede döredijilikli eserlerdir. Durex Fun and Adventure Prezerwatiw Gaby uly baha berilýän, haýran galynýan we söýülýän, üns çekiji derejede hünärmenlikli we täzelikçi zat bolmagy garaşylýar. A' Design Award Bürünç Baýragyny gazanan bu dizaýn sungatda, ylymda, dizaýnda we tehnologiýada iň oňat tejribeleri öz içine alýar we jikme-jiklige edýän üni bilen ajaýypdyr. Durex Fun and Adventure Prezerwatiw Gaby zerurlyklary ajaýyp derejede kanagatlandyrýar, isleglere degýär, duýgulary özüne çekýär we gyzyklanmany çekýär.

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.