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.
Available Now for Your Next Story
At design|newsroom, we understand the pressures and deadlines journalists face. That’s why we offer exclusive access to our curated press kits and high-resolution images, tailored for accredited journalists. These resources are designed to enrich your stories with depth and visual appeal, spotlighting the world's most innovative designs.
Please Note:
- Credit the work's creator and/or photographer.
- Mention design|newsroom as your source.
- Share your published pieces with us; we love to celebrate and promote your work on our platform and social media.
Let’s Collaborate: Your stories matter. design|newsroom is here to support you with quality, accessible content. Once you are accredited, reach out for the images and content you need. We will provide the specific images and content directly, along with recommendations on works to feature.
Get Accredited Easily: Quick access to our resources requires media accreditation. Apply for media accreditation to join our network and start exploring a wealth of design stories.
Durex by Blackandgold Design Shanghai Co Ltd
Download 1800 Pixels JPEG Image.
Condom by Blackandgold Design Shanghai Co Ltd
Download 1800 Pixels JPEG Image.
Blackandgold Design Shanghai Co Ltd Durex
Download 1800 Pixels JPEG Image.
Blackandgold Design Shanghai Co Ltd Condom
Download 1800 Pixels JPEG Image.
RB amp Manon BusinessBrand Logo
Download 1800 Pixels JPEG Image.
Blackandgold Design Shanghai Co Ltd Corporate Logo
Download 1800 Pixels JPEG Image.
Durex Fun and Adventure Condom Press Releases
Press resources for Durex Fun and Adventure are offered in several languages: English.
Durex Fun and Adventure Condom Media Articles
Explore our ready-to-use articles on Durex Fun and Adventure, available in multiple languages: Spanish, English, German, French, Portuguese, Korean, Japanese, Russian, Chinese (Mandarin), Indonesian, Hindi, Turkish, Arabic (Standard), Dutch and Italian, for your feature stories.
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
Journalists and media members can enrich their content with our press releases on Blackandgold Design (Shanghai) Co., Ltd., available for free use. 7 press releases are now available for immediate access by journalists.
Durex Fun and Adventure: Pixel Art Inspired Condom Packaging
Blackandgold Design Unveils Durex Fun and Adventure Condom Packaging Inspired by Pixel Art Game
Blackandgold Design (Shanghai) Co., Ltd. Newsroom
Access Blackandgold Design (Shanghai) Co., Ltd. Newsroom to delve into the world of top-tier design and accolades.
