Durex Fun and Adventure Tabalizt n Ukondom sɣur Blackandgold Shanghai d anerbaz yettwaqadren meqqren n 2022 Tarbaḥt A' Design Award n Lbrunz deg Taggayt n Tnaflit n Afeṣṣel n Ukemmus.
LbrunzAkemmus· 2022
Durex Fun and Adventure Tabalizt n Ukondom
Amsaɣ: RB & Manon Business
Anerbaz n Tarbaḥt A' Design Award n Lbrunz deg Taggayt n Akemmus
Anerbaz n Urraz Yettwasenqden
Senqed Addad n Urraz i #126417Afeṣṣel
Ɣef Durex Fun and Adventure Tabalizt n Ukondom
Durex Fun and Adventure d asnifel n tbalizt i ukondom yettuzenzen deg ssuq acinwa. Tabalizt-a tettwaxdem s waṛaq, s teɣzi n 64 mm, s tuẓẓuɣt n 37 mm akked tehri n 125 mm. Asnifel unaẓur i lfayda n ufaris yettwaṣbeg s spot UV. Igraf-a ttwaneflen seg yiwuriwen n "pixel art", ihi tajmilt-a tettban-d ɣef ustur am ilugan n uwuri. Aṭas n imsaɣen di Ccinwa ttɣimin cḥicḥen mi ara xtiren akondomen deg ḥwanet. Ayen n "pixel" isefham lfayda n ufaris s wudem afessas, war tugniwin ibanen s ttbut, iwakken tajmilt-a ad d-tban seg wiyaḍ.
Asmekti
Ɣef Tarbaḥt A' Design Award n Lbrunz
Durex Fun and Adventure Tabalizt n Ukondom d amerbaḥ n Tarbaḥt A' Design Award n Lbrunz, tagmat ɛlayen i yisnulfa yelhan, yeṭṭafaren tinawt, tamusni d tezmert. Imerbaḥen n Lbrunz d isnulfa yelhan, ttbanen d timusniwin n tmusni n yimahilen-nsen. Durex Fun and Adventure Tabalizt n Ukondom ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Durex Fun and Adventure Tabalizt n Ukondom yettemlil ɣef yimawlan, yettwaɛezzen s tmahilt-is.
Deffir n ufeṣṣel
Tagrurt n tɣamsa
Ismawen n terbaɛt, iferdisen itiknikanen akked telɣut i d-yefka umeṣṣufeɣ.
- Taɣara Tasuft
- 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.
- Tigejdiwin & Akemmus
- Width 64 mm x Depth 37 mm x Height 125 mm
- Tibzimin
- graphic design, packaging upgrade, condom, Durex, China market
- Tasnakta n Ufares
- The box is made of paper and the graphic design for product benefits is coated with Spot UV.
- Asewḥel n Usnulfu
- 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.
- Anadi
- 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.
- Aseḥbiber
- 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.
- Tanzagt n Usenfar
- In 2019, the project started in May and the new packaging was launched to market in December.
- Tanila n Umahil
- 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.
- Igmamen n Terbaɛt
- Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Imsuren n Tugniwin
- All photos and video credits to blackandgold Shanghai, 2021.
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