Durex Fun and Adventure Pangunahing Tungkulin: Packaging ng Condom by Blackandgold Shanghai

Durex Fun and Adventure Pangunahing Tungkulin: Packaging ng Condom by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award na Bronse in Disenyo ng Pakete Competition Category.

BronsePakete· 2022

Durex Fun and Adventure Pangunahing Tungkulin: Packaging ng Condom

by Blackandgold Shanghai

Client: RB & Manon Business

A' Design Award na Bronse Winner in Pakete 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 Pangunahing Tungkulin: Packaging ng Condom

Ang Durex Fun and Adventure ay isang disenyo ng packaging para sa mga condom na ibinebenta sa merkado ng Tsina. Ang kahon ay gawa sa papel at may sukat na 64 mm ang lapad, 37 mm ang lalim, at 125 mm ang taas. Ang graphic design para sa mga benepisyo ng produkto ay binalutan ng spot UV. Ang mga graphics ay inspirasyon mula sa pixel art games, kaya't ang linya ng produkto ay mukhang merchandise ng laro kapag nakadisplay sa istante. Marami sa mga bumibili sa Tsina ang nahihiya kapag pumipili ng condom sa mga tindahan. Ipinapaliwanag ng pixel style ang mga benepisyo ng produkto sa magaan at hindi tahasang paraan, nang walang explicit na mga larawan, at tumutulong upang mapansin ang linyang ito ng produkto.

The Recognition

About the A' Design Award na Bronse

Ang Durex Fun and Adventure Pangunahing Tungkulin: Packaging ng Condom ay nagwagi ng A' Design Award na Bronse, isang lubhang prestihiyosong pagkilalang iginagawad sa mga natatanging disenyong nakikilala sa pagkamalikhain, katalinuhan at talas ng isip. Ang mga nagwagi ng Bronse ay mga likhang lubhang mahusay at kapansin-pansing malikhain na nagpapatunay sa malawak na karanasan, imahinasyon at pagkamaparaan ng kanilang mga tagapagdisenyo. Inaasahang ang Durex Fun and Adventure Pangunahing Tungkulin: Packaging ng Condom ay isang lubos na pinahahalagahan, hinahangaan at minamahal na bagay na kapansin-pansing propesyonal at makabago. Ang disenyong ito na nagwagi ng A' Design Award na Bronse ay nagsasama ng pinakamahuhusay na kasanayan sa sining, agham, disenyo at teknolohiya, at mahusay dahil sa pansin nito sa detalye. Ang Durex Fun and Adventure Pangunahing Tungkulin: Packaging ng Condom ay kahanga-hangang tumutugon sa mga pangangailangan, humahaplos sa mga hangarin, bumibighani sa damdamin at umaakit sa pag-uusisa.

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.