Durex Fun and Adventure Kondomemballage af Blackandgold Shanghai er en højt anset vinder af den meget prestigefyldte 2022 A' Design Award i Bronze i konkurrencekategorien Emballagedesign.
BronzeEmballage· 2022
Durex Fun and Adventure Kondomemballage
Klient: RB & Manon Business
Vinder af A' Design Award i Bronze i kategorien Emballage
Verificeret Prisvinder
Verificer Prisstatus for #126417Designet
Om Durex Fun and Adventure Kondomemballage
Durex Fun and Adventure er en emballagedesign til kondomer solgt på det kinesiske marked. Æsken er lavet af pap og måler 64 mm i bredden, 37 mm i dybden og 125 mm i højden. Den grafiske designet for produktets fordele er coatet med spot UV. Grafikken er inspireret af pixel art-spil, så serien fremstår som spilmerchandise på hylden. Mange købere i Kina føler sig forlegne, når de skal vælge kondomer i butikker. Pixelstilen forklarer produktets fordele på en let måde, uden eksplicitte billeder, og hjælper serien med at skille sig ud.
Anerkendelsen
Om A' Design Award i Bronze
Durex Fun and Adventure Kondomemballage er vinder af A' Design Award i Bronze, en højt prestigefyldt anerkendelse, der tildeles enestående designs, som udmærker sig ved kreativitet, opfindsomhed og skarpsindighed. Bronzevinderne er rigeligt dygtige og påfaldende kreative artefakter, der bekræfter deres designeres store erfaring, fantasi og snilde. Durex Fun and Adventure Kondomemballage forventes at være en højt estimeret, beundret og kær genstand, der er bemærkelsesværdigt professionel og innovativ. Dette design, der har vundet A' Design Award i Bronze, indarbejder bedste praksis inden for kunst, videnskab, design og teknologi og er fremragende på grund af sin sans for detaljer. Durex Fun and Adventure Kondomemballage tilfredsstiller pragtfuldt behov, rører længsler, charmerer følelser og appellerer til nysgerrigheden.
Bag Designet
Pressemappe
Credits, teammedlemmer og tekniske detaljer leveret af designeren.
- Unikke Egenskaber
- 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.
- Dimensioner & Emballage
- Width 64 mm x Depth 37 mm x Height 125 mm
- Tags
- graphic design, packaging upgrade, condom, Durex, China market
- Produktionsteknologi
- The box is made of paper and the graphic design for product benefits is coated with Spot UV.
- Designudfordring
- 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.
- Forskning
- 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.
- Projektvarighed
- In 2019, the project started in May and the new packaging was launched to market in December.
- Driftsflow
- 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.
- Teammedlemmer
- Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Billedkreditering
- All photos and video credits to blackandgold Shanghai, 2021.
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