Durex Fun and Adventure Iṣẹ́ Pàtàkì: Ìdì Kondọ́mù by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Àmì-ẹ̀yẹ Idẹ A' Design Award in Àpẹẹrẹ Ìdìpò Competition Category.
IdẹÌdìpò· 2022
Durex Fun and Adventure Iṣẹ́ Pàtàkì: Ìdì Kondọ́mù
Client: RB & Manon Business
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Ìdìpò Category
Verified Award Winner
Verify Award Status for #126417The Design
About Durex Fun and Adventure Iṣẹ́ Pàtàkì: Ìdì Kondọ́mù
Ọ̀rọ̀ Ìwé: Durex Fun and Adventure jẹ́ àpẹrẹ ìdì fún kondọ́mù tí a ń tà ní ọjà orílẹ̀-èdè China. A ṣe àpótí náà pẹ̀lú bébà, ó sì ní ìwọ̀n ìbú 64 mm, ìjìnlẹ̀ 37 mm àti gíga 125 mm. Ìlànà àwòrán fún àwọn àǹfàní ọjà náà ni a fi ìbòrí Spot UV bò. Àwọn àwòrán náà mú ìmísí wọn láti inú àwọn eré Pixel Art, tó mú kí ọ̀wọ́ ọjà náà rí bí ọjà eré fídíò lórí pẹpẹ ìtajà. Ọ̀pọ̀lọpọ̀ àwọn oníbàárà ní China máa ń nímọ̀lára ìtìjú nígbà tí wọ́n bá ń yan kondọ́mù nínú àwọn ilé ìtajà. Ọ̀nà àwòrán Pixel yìí ṣàlàyé àwọn àǹfàní ọjà náà ní ọ̀nà fífúyẹ́, láìní àwọn àwòrán tó fojú hàn kedere, ó sì ràn ọ̀wọ́ ọjà náà lọ́wọ́ láti dúró jáde ní pàtàkì.
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
Durex Fun and Adventure Iṣẹ́ Pàtàkì: Ìdì Kondọ́mù jẹ́ olùborí Àmì-ẹ̀yẹ Idẹ A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe tó tayọ tí wọ́n yàtọ̀ nípasẹ̀ ìṣẹ̀dá, àrékérekè àti ọgbọ́n inú. Àwọn olùborí Idẹ jẹ́ àwọn ohun èlò tó ní ìjáfáfá gan-an tí wọ́n sì ní ìṣẹ̀dá tó yani lẹ́nu tí wọ́n ń ṣe ẹ̀rí ìrírí gbígbòòrò, ìrònú àti ọgbọ́n àwọn olùṣàwòṣe wọn. A retí pé Durex Fun and Adventure Iṣẹ́ Pàtàkì: Ìdì Kondọ́mù yóò jẹ́ ohun tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó jẹ́ ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Idẹ A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ nínú iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ jọ, ó sì tayọ nítorí àfiyèsí rẹ̀ sí àwọn àlàyé kékeré. Durex Fun and Adventure Iṣẹ́ Pàtàkì: Ìdì Kondọ́mù ń tẹ́ àwọn ohun tí a nílò lọ́rùn lọ́nà àgbàyanu, ó ń fọwọ́ kan àwọn ìfẹ́ inú, ó ń gbà ọkàn ó sì ń fa ìfẹ́ láti mọ̀ mọ́ra.
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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