Bronze Packaging · 2022
Durex Fun and Adventure Condom
- Bronze A' Design Award 2022 in Packaging
- CLIENT: RB & Manon Business
- Estimated Number of Design Views: 15,139
- Verification code 9D7FABD95E · Verify this award
Colors
About Durex Fun and Adventure Condom
Durex Fun and Adventure is a packaging design for condoms sold in the Chinese market. The box is made of paper and measures 64 mm in width, 37 mm in depth and 125 mm in height. The graphic design for the product benefits is coated with spot UV. The graphics are inspired by pixel art games, so the range looks like game merchandise on the shelf. Many buyers in China feel embarrassed when choosing condoms in stores. The pixel style explains the product benefits in a light way, without explicit images, and helps the range stand out.
About the Bronze A' Design Award
Durex Fun and Adventure Condom is a Bronze A' Design Award winner, a highly prestigious recognition granted to outstanding designs distinguished by creativity, ingenuity, and astuteness. Bronze winners are amply skillful and strikingly creative artifacts that authenticate the vast experience, imagination, and resourcefulness of their designers. Durex Fun and Adventure Condom is expected to be a highly regarded, admired, and cherished object that is notably professional and innovative. This Bronze A' Design Award-winning design incorporates best practices in art, science, design, and technology, and is excellent for its attention to detail. Durex Fun and Adventure Condom splendidly satisfies needs, touches desires, charms feelings, and appeals to curiosity.
Press Kit
- 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.
- Image Credits
- All photos and video credits to blackandgold Shanghai, 2021.