Durex Fun and Adventure Envases para Preservativos de Blackandgold Shanghai

O deseño Durex Fun and Adventure Envases para Preservativos de Blackandgold Shanghai é un estimado gañador do moi prestixioso 2022 A' Design Award de Bronce na Categoría de Competición Deseño de Envases.

BronceEnvases· 2022

Durex Fun and Adventure Envases para Preservativos

de Blackandgold Shanghai

Cliente: RB & Manon Business

Gañador do A' Design Award de Bronce na Categoría Envases

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Cores

O Deseño

Sobre Durex Fun and Adventure Envases para Preservativos

Durex Fun and Adventure é un deseño de embalaxe para preservativos vendidos no mercado chinés. A caixa está feita de papel e mide 64 mm de ancho, 37 mm de profundidade e 125 mm de altura. O deseño gráfico dos beneficios do produto está recuberto con UV localizado. Os gráficos están inspirados nos xogos de arte pixel, polo que a gama parece produtos de merchandising de videoxogos nos andeis. Moitos compradores en China séntense avergoñados ao escoller preservativos nas tendas. O estilo pixelado explica os beneficios do produto dun xeito lixeiro, sen imaxes explícitas, e axuda a que a gama destaque.

O Recoñecemento

Sobre o A' Design Award de Bronce

Durex Fun and Adventure Envases para Preservativos gañou o A' Design Award de Bronce, un recoñecemento altamente prestixioso outorgado a deseños sobresaíntes que se distinguen pola creatividade, o enxeño e a sagacidade. Os gañadores Bronce son artefactos amplamente hábiles e sorprendentemente creativos que autentican a vasta experiencia, imaxinación e enxeño dos seus deseñadores. Espérase que Durex Fun and Adventure Envases para Preservativos sexa un obxecto moi apreciado, admirado e querido, notablemente profesional e innovador. Este deseño gañador do A' Design Award de Bronce incorpora as mellores prácticas da arte, a ciencia, o deseño e a tecnoloxía, e é excelente pola súa atención ao detalle. Durex Fun and Adventure Envases para Preservativos satisfai espléndidamente as necesidades, toca os desexos, encanta os sentimentos e atrae a curiosidade.

Detrás do deseño

Kit de prensa

Créditos, membros do equipo e detalles técnicos proporcionados polo deseñador.

Propiedades Únicas: 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.
Dimensións e Embalaxe: Width 64 mm x Depth 37 mm x Height 125 mm
Etiquetas: graphic design, packaging upgrade, condom, Durex, China market
Tecnoloxía de Produción: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Reto de Deseño: 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.
Investigación: 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.
Inspiración: 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.
Duración do Proxecto: In 2019, the project started in May and the new packaging was launched to market in December.
Fluxo de Operacións: 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.
Membros do Equipo: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Créditos das Imaxes: All photos and video credits to blackandgold Shanghai, 2021.