Disainilahendus Durex Fun and Adventure Kondoomipakend, autor Blackandgold Shanghai

Disainilahendus Durex Fun and Adventure Kondoomipakend, mille autor on Blackandgold Shanghai, on kõrgelt hinnatud 2022 auhinna Pronksauhind A' Design Award võitja konkursi kategoorias Pakendidisain.

PronksPakend· 2022

Durex Fun and Adventure Kondoomipakend

disainer: Blackandgold Shanghai

Klient: RB & Manon Business

Auhind Pronksauhind A' Design Award kategoorias Pakend

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Värvid

Disain

Teosest Durex Fun and Adventure Kondoomipakend

Durex Fun and Adventure on Hiina turul müüdavate kondoomide pakendidisain. Karp on valmistatud paberist ning selle mõõtmed on 64 mm laiuses, 37 mm sügavuses ja 125 mm kõrguses. Toote eeliseid tutvustav graafiline disain on kaetud kohaliku UV-lakiga. Graafika on inspireeritud pikslikunsti mängudest, mistõttu näeb seeria riiulil välja nagu mängutoodang. Paljud Hiina ostjad tunnevad kondoomide valimisel poes piinlikkust. Pikslistiil selgitab toote eeliseid kergel viisil, ilma otseste kujutisteta, ning aitab tootesarjal riiulil silma paista.

Tunnustus

Auhinnast Pronksauhind A' Design Award

Durex Fun and Adventure Kondoomipakend on Pronksauhinna A' Design Award võitja, väga prestiižikas tunnustus, mis antakse silmapaistvatele disainidele, mida iseloomustavad loovus, leidlikkus ja teravmeelsus. Pronksvõitjad on küllaldaselt osavad ja tabavalt loovad teosed, mis kinnitavad oma disainerite laia kogemust, kujutlusvõimet ja leidlikkust. Durex Fun and Adventure Kondoomipakend peaks olema kõrgelt hinnatud, imetletud ja armastatud objekt, mis on märkimisväärselt professionaalne ja uuenduslik. See Pronksauhinna A' Design Award võidudisain ühendab parimaid tavasid kunstis, teaduses, disainis ja tehnoloogias ning on suurepärane oma detailidele pööratud tähelepanu poolest. Durex Fun and Adventure Kondoomipakend rahuldab suurepäraselt vajadusi, puudutab soove, võlub tundeid ja pakub huvi uudishimule.

Disaini taustal

Pressimaterjalid

Disaineri esitatud autorid, meeskonnaliikmed ja tehnilised andmed.

Unikaalsed omadused: 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.
Mõõtmed ja pakend: Width 64 mm x Depth 37 mm x Height 125 mm
Sildid: graphic design, packaging upgrade, condom, Durex, China market
Tootmistehnoloogia: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Disainiülesanne: 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.
Uurimistöö: 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.
Inspiratsioon: 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.
Projekti kestus: In 2019, the project started in May and the new packaging was launched to market in December.
Tööprotsess: 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.
Meeskonnaliikmed: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Piltide autorid: All photos and video credits to blackandgold Shanghai, 2021.