Durex Fun and Adventure Bungkusang Kondom naébbu Blackandgold Shanghai

Durex Fun and Adventure Bungkusang Kondom naébbu Blackandgold Shanghai iyanaritu pammènangngé iya temmaka riéloinna ri 2022 A' Design Award Tambaga ri Katégori Kompétisi Desain Kemasan.

TambagaKemasan· 2022

Durex Fun and Adventure Bungkusang Kondom

ᨑᨗ Blackandgold Shanghai

ᨀᨒᨗᨕᨙ: RB & Manon Business

Pammènangngé A' Design Award Tambaga ri Katégori Kemasan

15,746

Pammènangngé Anugérah Naparessoi

Paressoi Status Anugérah untu #126417

ᨈᨗᨈ ᨑᨗ A' Design Award ᨔᨗᨕᨑ ᨄᨙᨑᨙ ᨅᨙᨍᨗ ᨄᨂᨑᨁ

ᨓᨑᨊ

ᨉᨙᨔᨕᨗᨊᨙ

ᨄᨙᨑᨗᨖᨒ Durex Fun and Adventure Bungkusang Kondom

Durex Fun and Adventure iyanaritu desain bungkusang untuk kondom iyya ridaganna ri pasaraq Cina. Kotaqé riyébbu polé ri karattasa na sukkuru’na 64 mm, malowana 37 mm, sibawa tanréna 125 mm. Desain grafiséna untuk mappaitangngi kaguna produkka ricoating spot UV. Grafiséna maka’sing polé ri pixel art game, jaji rangkaiang produkkaé mappénциng samanna barang dagang game ri rak-é. Maéga tau melli ri Cina masiri’ ri wettu pemilei kondom ri toko. Gaya pixel-é mappaitangngi kaguna produkka sibawa cara mapada’, tanpa gambar iyya majjelasa, sibawa mattulung rangkaiangngé mappénciling ri onrong dagangngé.

ᨄᨂᨑᨁᨙ

ᨄᨙᨑᨗᨖᨒ A' Design Award Tambaga

Durex Fun and Adventure Bungkusang Kondom iyanaritu pakoro A' Design Award Tambaga, pakalebbi iya malompo tongeng iya ripabbere ri desain luar biasa iya riissengngi nasaba kreativitas, kecerdikan sibawa ketajaman. Pakoro Tambaga iyanaritu artefak iya terampil sibawa mappabbura kreatif iya mappabbentuk pengalaman iya maega, imajinasi sibawa kecerdikan tau mabbuat. Durex Fun and Adventure Bungkusang Kondom ripakkirangngi mancaji objek iya ripakalebbi, ripuji sibawa rirennu, profesional sibawa inovatif. Desain pakoro A' Design Award Tambaga iyae mappasilaong praktik tepat ri seni, sains, desain sibawa teknologi sibawa makessing nasaba perhatiannna ri detail. Durex Fun and Adventure Bungkusang Kondom mappabbura kebutuhan makessing, mappakkela keinginan, mappabbentuk perasaan sibawa mappabbura rasa penasaran.

ᨑᨗ ᨆᨘᨋᨗᨊᨙ ᨉᨙᨔᨕᨗ

ᨀᨗ ᨄᨙᨑᨙ

ᨀᨑᨙᨉᨗ, ᨕᨂᨚᨈ ᨈᨗᨆ ᨔᨗᨅᨓ ᨑᨗᨏᨗ ᨈᨙᨀᨊᨗ ᨊᨄᨓᨙᨑᨙ ᨑᨗ ᨉᨙᨔᨕᨗᨊᨑᨙ.

Sipa Khas: 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.
Ukurang & Kemasang: Width 64 mm x Depth 37 mm x Height 125 mm
Tag: graphic design, packaging upgrade, condom, Durex, China market
Téknologi Produksi: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Tantangeng Désain: 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.
Panélitiang: 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.
Inspirasi: 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.
Wettu Proyék: In 2019, the project started in May and the new packaging was launched to market in December.
Alur Opérasi: 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.
Anggota Tim: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Krédit Gambar: All photos and video credits to blackandgold Shanghai, 2021.