Durex Fun and Adventure
Condom for RB & Manon Business
As an introverted nation, Chinese consumers may feel embarrassed when buying condoms in offline channels. While Durex is the brand that guides consumers to conquer existing barriers to love, therefore, Blackandgold was challenged to create new packaging for Durex Fun and Adventure to overcome this difficulty. By taking advantage of Pixel Art, the new Durex Fun and Adventure packaging looks like a range of game merchandise on the shelf that can avoid the purchase embarrassment and distinguish itself from competitors and draw consumers' attention.
Download Press Kit № 126417
Download Press Kit № 126417 Condom for RB & Manon Business by Blackandgold Design (Shanghai) Co., Ltd. to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Blackandgold Design Shanghai Co Ltd Condom
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Durex Fun and Adventure Condom Press Releases
Discover our press releases for Durex Fun and Adventure available in the following languages: English.
Durex Fun and Adventure Condom Media Articles
Our Durex Fun and Adventure articles are prepped and available in these languages: Spanish, English, German, French, Portuguese, Korean, Japanese, Russian, Chinese (Mandarin), Indonesian, Hindi, Turkish, Arabic (Standard), Dutch and Italian, ready for your use.
Unique Properties
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.
Tags
graphic design, packaging upgrade, condom, Durex, China market
Production Technology
The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Design 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.
Project Duration
In 2019, the project started in May and the new packaging was launched to market in December.
Operation Flow
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.
Research
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.
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.
Image Credits
All photos and video credits to blackandgold Shanghai, 2021.
Project Overview
Durex Fun and Adventure Condom has been a Bronze winner in the Packaging Design award category in the year 2021 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Bronze Recognition
Blackandgold Design (Shanghai) Co., Ltd. was recognized with the coveted Bronze A' Design Award in 2022, a testament to excellence of their work Durex Fun and Adventure Condom.
Blackandgold Design (Shanghai) Co., Ltd. Press Releases
For journalists seeking engaging content: Explore our press releases featuring Blackandgold Design (Shanghai) Co., Ltd.'s work, freely available for incorporation into your stories. Immediate access is granted to 7 press releases for all journalists.
Durex Fun and Adventure: Pixel Art Inspired Condom Packaging
Blackandgold Design Unveils Durex Fun and Adventure Condom Packaging Inspired by Pixel Art Game
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