Durex Fun and Adventure Condom by Blackandgold Shanghai

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DESIGN DETAILS
DESIGN NAME:
Durex Fun and Adventure

PRIMARY FUNCTION:
Condom

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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
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.

PROJECT DURATION AND LOCATION:
In 2019, the project started in May and the new packaging was launched to market in December.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The box is made of paper and the graphic design for product benefits is coated with Spot UV.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 64 mm x Depth 37 mm x Height 125 mm

TAGS:
graphic design, packaging upgrade, condom, Durex, China market

RESEARCH ABSTRACT:
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.

CHALLENGE:
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.

ADDED DATE:
2021-05-26 07:53:41

TEAM MEMBERS (6) :
Creative Director: Yang LI, Graphic Designer: Xiao XUE, Account Manager: Yiling JIANG, Strategic Planner: Xincheng ZHUANG, 3D rendering: Jianhui CHEN and Motion: Sheng WAN

IMAGE CREDITS:
All photos and video credits to blackandgold Shanghai, 2021.

CLIENT/STUDIO/BRAND DETAILS
NAME:
RB & Manon Business

PROFILE:
RB & Manon Business Co., Ltd. established a Joint Venture with UK-based Reckitt Benckiser, one of the world's largest producers of household cleaning and personal care consumer goods in February 2011. It is the exclusive agent for the world’s No. 1 sexual wellbeing brand “Durex”, the world’s No. 1 germ protection brand “Dettol”, the world’s No.1 dishwasher detergent brand “Finish”, popular French depilatory brand “Veet”, the world’s No.1 foot care brand “Dr. Scholl” in Chinese mainland. It’s also the sole agent for selling US leading VMS brand “Schiff” and No.1 Insect Repellent brand in Australia “Aerogard” through cross border E-commerce.

NOMINATION DETAILS

Durex Fun and Adventure Condom by Blackandgold Shanghai is a Nominee in Packaging Design Category.

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AWARD DETAILS

Durex Fun and Adventure Condom by Blackandgold Shanghai is Winner in Packaging Design Category, 2021 - 2022.



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