Blackandgold Shanghai 的作品 Durex Fun and Adventure 避孕套包装

设计师 Blackandgold Shanghai 的作品 Durex Fun and Adventure 避孕套包装荣获了极具声望的 2022 A' Design Award 铜奖，竞赛类别为包装设计。

铜包装· 2022

Durex Fun and Adventure 避孕套包装

设计师： Blackandgold Shanghai

客户: RB & Manon Business

包装类别A' Design Award 铜奖获奖者

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已验证的获奖者

验证 #126417 的获奖状态

在A' Design Award上查看新闻稿获奖徽章

色彩

设计作品

关于 Durex Fun and Adventure 避孕套包装

杜蕾斯"趣味与冒险"是一款面向中国市场的避孕套包装设计。包装盒采用纸质材料,尺寸为宽64毫米、深37毫米、高125毫米。展现产品功能特点的图形设计采用局部UV上光工艺。图形创意灵感源自像素艺术游戏,使整个系列在货架上宛如游戏周边商品。在中国,许多消费者在店内挑选避孕套时会感到尴尬。像素风格以轻松诙谐的方式诠释产品功效,避免了直白露骨的画面,同时让该系列在众多产品中脱颖而出。

荣誉认可

关于A' Design Award 铜奖

Durex Fun and Adventure 避孕套包装是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Durex Fun and Adventure 避孕套包装将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Durex Fun and Adventure 避孕套包装出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: Width 64 mm x Depth 37 mm x Height 125 mm
标签: graphic design, packaging upgrade, condom, Durex, China market
生产技术: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: In 2019, the project started in May and the new packaging was launched to market in December.
操作流程: 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.
团队成员: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
图片版权: All photos and video credits to blackandgold Shanghai, 2021.