Durex Fun and Adventure Involucrum Praeservativi ab Blackandgold Shanghai

Opus Durex Fun and Adventure Involucrum Praeservativi a designatore Blackandgold Shanghai est victor maxime honoratus praemii praestigiosissimi 2022 Praemium A' Design Award Aeneum in Categoria Certaminis Designatio Involucri.

AesInvolucrum· 2022

Durex Fun and Adventure Involucrum Praeservativi

a Blackandgold Shanghai

Cliens: RB & Manon Business

Victor praemii Praemium A' Design Award Aeneum in Categoria Involucrum

15,746

Victor Praemii Verificatus

Verifica Statum Praemii pro #126417

Vide apud A' Design Award Communicatum Insigne Praemii

Colores

Designum

De Durex Fun and Adventure Involucrum Praeservativi

Durex Fun and Adventure est forma involucri praeservativis destinata quae in foro Sinensi venduntur. Capsa ex charta facta est et 64 mm latitudinis, 37 mm altitudinis in profundum, et 125 mm altitudinis metitur. Designatio graphica utilitates producti demonstrans nitore UV punctuali (spot UV) illita est. Imagines graphicae ex ludis artis pixelatae inspirationem trahunt, ita ut haec series in repositorio tamquam merces ludi videatur. Multi emptores in Sinis, cum praeservativa in tabernis eligunt, pudore afficiuntur. Stylus pixelatus utilitates producti leviter explicat, sine imaginibus manifestis, atque hanc seriem inter alias eminere adiuvat.

Agnitio

De Praemium A' Design Award Aeneum

Durex Fun and Adventure Involucrum Praeservativi victor est Praemii A' Design Award Aeneum, honoris multum aestimati formis egregiis, creandi ingenio, sollertia et acumine insignibus dati. Victores Aenei opera perita et mire creandi sunt, quae experientiam, imaginationem et solertiam auctorum suorum confirmant. Exspectatur Durex Fun and Adventure Involucrum Praeservativi rem multum aestimatam, admiratam et carissimam, notabiliter professionalem et novam fore. Haec forma Aeneo victa optimas consuetudines artis, scientiae, formandi rationis et technologiae amplectitur et in cura minutiarum excellit. Durex Fun and Adventure Involucrum Praeservativi necessitates egregie explet, cupiditates tangit, sensus capit et curiositatem allicit.

Post Designum

Fasciculus Nuntii

Merita, sodales gregis et singula technica a designatore praebita.

Proprietates Singulares: 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.
Dimensiones et Involucrum: Width 64 mm x Depth 37 mm x Height 125 mm
Notulae: graphic design, packaging upgrade, condom, Durex, China market
Technologia Productionis: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Provocatio Designandi: 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.
Investigatio: 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.
Inspiratio: 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.
Duratio Operis: In 2019, the project started in May and the new packaging was launched to market in December.
Cursus Operationis: 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.
Membra Turmae: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Agnitiones Imaginum: All photos and video credits to blackandgold Shanghai, 2021.