Durex Fun and Adventure Umsebenzi Ophambili: Ipakheji yeKhondom ngu-Blackandgold Shanghai

Uyilo olubizwa ngokuba yi-Durex Fun and Adventure Umsebenzi Ophambili: Ipakheji yeKhondom olwenziwe ngu-Blackandgold Shanghai ngumwini obekekileyo webhaso elinobukhazikhazi le-2022 Ibhaso Lebhronzi le-A' Design Award Kudidi Lokhuphiswano lwe-Uyilo lwePakheji.

IbhronziIpakheji· 2022

Durex Fun and Adventure Umsebenzi Ophambili: Ipakheji yeKhondom

ngu Blackandgold Shanghai

Umxhasi: RB & Manon Business

Umwini we-Ibhaso Lebhronzi le-A' Design Award Kudidi Lwe-Ipakheji

15,746

Umwini Webhaso Oqinisekisiweyo

Qinisekisa Isimo Sebhaso se-#126417

Jonga kwi-A' Design Award Uxwebhu Lweendaba Ibheji Yembasa

Imibala

Uyilo

Malunga ne-Durex Fun and Adventure Umsebenzi Ophambili: Ipakheji yeKhondom

Umbhalo weNcwadi: I-Durex Fun and Adventure yiyilo lepakheji yamakhondom athengiswa kwimarike yaseTshayina. Ibhokisi yenziwe ngephepha kwaye ibalelwa kububanzi obungu-64 mm, ubunzulu obungu-37 mm nobude obungu-125 mm. Uyilo lomfanekiso lweenzuzo zomveliso lugutyulwe nge-spot UV. Imifanekiso ikhuthazwe yimidlalo ye-pixel art, ngoko olu hlobo lukhangeleka njengempahla yomdlalo kwisithegi. Abathengi abaninzi eTshayina baziva bexhalabile xa bekhetha amakhondom kwiivenkile. Isimbo se-pixel sicacisa iinzuzo zomveliso ngendlela ekhaphukhaphu, ngaphandle kwemifanekiso ecacileyo, kwaye lincedisa olu hlobo ukuba luvele ngokwahlukileyo kwabanye.

Ukuqatshelwa

Malunga ne-Ibhaso Lebhronzi le-A' Design Award

Durex Fun and Adventure Umsebenzi Ophambili: Ipakheji yeKhondom ngumphumeleli weIbhaso Lebhronzi le-A' Design Award, ukuqatshelwa okuhlonitshwayo kakhulu okunikwa imiyilo ephawulekayo eyahlukaniswa kukuyila, ubukrelekrele nobukrelekrele. Abaphumeleleyo beBhronzi ziimveliso ezinobuchule obukhulu nezidala ngokumangalisayo ezingqina amava aphangaleleyo, ukucinga nokwazi ukuzenzela kwabayili bazo. Durex Fun and Adventure Umsebenzi Ophambili: Ipakheji yeKhondom iyathenjwa ukuba ibe yimpahla exatyiswa kakhulu, edunyiswayo nethandwayo enobungcali obuphawulekayo nezinto ezintsha. Lo myilo uphumeleleyo weIbhaso Lebhronzi le-A' Design Award ubandakanya iindlela ezilungileyo kakhulu kubugcisa, inzululwazi, uyilo kunye nobuchwephesha kwaye ugqwesile ngenxa yokunikela ingqalelo kwiinkcukacha. Durex Fun and Adventure Umsebenzi Ophambili: Ipakheji yeKhondom iyanelisa iimfuno ngokumangalisayo, ichukumisa iinqwenelo, ikhwebela iimvakalelo kwaye itsala umdla.

Emva Koyilo

Ikhithi Yeendaba

Iziqinisekiso, amalungu eqela kunye neenkcukacha zobugcisa ezinikezelwe ngumyili.

Iimpawu Ezizodwa: 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.
Imilinganiselo nePakishini: Width 64 mm x Depth 37 mm x Height 125 mm
Iithegi: graphic design, packaging upgrade, condom, Durex, China market
Ubuchwepheshe Bokuvelisa: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Umngeni Woyilo: 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.
Uphando: 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.
Inkuthazo: 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.
Ubude Beprojekthi: In 2019, the project started in May and the new packaging was launched to market in December.
Ukuhamba Komsebenzi: 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.
Amalungu Eqela: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Amagunya Emifanekiso: All photos and video credits to blackandgold Shanghai, 2021.