Durex Fun and Adventure 避孕套包裝 by Blackandgold Shanghai

Durex Fun and Adventure 避孕套包裝 by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award 銅獎 in 包裝設計 Competition Category.

銅包裝· 2022

Durex Fun and Adventure 避孕套包裝

by Blackandgold Shanghai

Client: RB & Manon Business

A' Design Award 銅獎 Winner in 包裝 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 避孕套包裝

杜蕾斯Fun and Adventure係一款專為中國市場設計嘅避孕套包裝。盒身用紙製造，闊64毫米、深37毫米、高125毫米。產品功效嘅平面設計部分採用局部UV上光工藝。設計靈感嚟自像素藝術遊戲，令呢個系列擺喺貨架上望落好似遊戲周邊商品咁。喺中國，好多消費者喺店舖揀選避孕套時都會覺得尷尬。呢種像素風格用輕鬆嘅方式表達產品功效，冇露骨嘅圖像，令呢個系列更加突出，喺眾多產品中脫穎而出。

The Recognition

About the A' Design Award 銅獎

Durex Fun and Adventure 避孕套包裝是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Durex Fun and Adventure 避孕套包裝將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Durex Fun and Adventure 避孕套包裝出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

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.