Durex Fun and Adventure Mosebetsi wa Mantlha: Sepakete sa Dikhondomo ka Blackandgold Shanghai

Moralo oa Durex Fun and Adventure Mosebetsi wa Mantlha: Sepakete sa Dikhondomo ka Blackandgold Shanghai ke mohlodi oa khau e hlomphehang haholo ya 2022 Moputso oa Boronse oa A' Design Award Mokhahleong oa Tlhodisano oa Moralo wa Phuthelo.

BoronsePhuthelo· 2022

Durex Fun and Adventure Mosebetsi wa Mantlha: Sepakete sa Dikhondomo

ka Blackandgold Shanghai

Moreki: RB & Manon Business

Mohlodi oa Moputso oa Boronse oa A' Design Award Mokhahleong oa Phuthelo

15,746

Mohlodi oa Khau ea Netefaditsweng

Netefatsa Boemo ba Khau bakeng sa #126417

Sheba ho A' Design Award Tokollo ya Boraditaba Baeche ya Moputso

Mebala

Moralo

Mabapi le Durex Fun and Adventure Mosebetsi wa Mantlha: Sepakete sa Dikhondomo

Mongolo wa Buka: Durex Fun and Adventure ke moralo wa sepakete sa dikhondomo tse rekisoang lebenkeleng la China. Lebokose le entswe ka pampiri mme le na le bophara ba 64 mm, botebo ba 37 mm le bophahamo ba 125 mm. Moralo wa setshwantsho bakeng sa melemo ya sehlahiswa o kwahetswe ka spot UV. Ditshwantsho di hlahisitswe ke maemo a dipapadi tsa pixel art, kahoo mefuta ena e shebahala jwaloka thepa ya dipapadi ha e le shelefong. Barekisi ba bangata Chaena ba ikutlwa ba hlajwa ke dihlong ha ba kgetha dikhondomo mabenkeleng. Setaele sa pixel se hlalosa melemo ya sehlahiswa ka tsela e bobebe, ntle le ditshwantsho tse pepeneneng, mme se thusa mofuta ona ho hlaha ka ho fapana le tse ding.

Kamohelo

Mabapi le Moputso oa Boronse oa A' Design Award

Durex Fun and Adventure Mosebetsi wa Mantlha: Sepakete sa Dikhondomo ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Durex Fun and Adventure Mosebetsi wa Mantlha: Sepakete sa Dikhondomo e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Durex Fun and Adventure Mosebetsi wa Mantlha: Sepakete sa Dikhondomo e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

Ka Mora Moralo

Sete ya Boraditaba

Litlhaku, ditho tsa sehlopha le lintlha tsa botekgeniki tse fanoeng ke moetsi wa moralo.

Boleng bo Ikhethang: 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.
Boholo le Phuthelo: Width 64 mm x Depth 37 mm x Height 125 mm
Lithegi: graphic design, packaging upgrade, condom, Durex, China market
Theknoloji ya Tlhahiso: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Phephetso ya Moralo: 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.
Dipatlisiso: 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.
Kgothaletso: 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.
Nako ya Projeke: In 2019, the project started in May and the new packaging was launched to market in December.
Tsamaiso ya Mosebetsi: 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.
Litho tsa Sehlopha: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Litlotla tsa Setshwantsho: All photos and video credits to blackandgold Shanghai, 2021.