China   |  2021

MUSE Design Awards Platinum Winner

FUN Collection

Entrant Company

BLACKANDGOLD DESIGN (SHANGHAI) CO., LTD.

Category

Packaging Design

Client's Name

Durex

Sub-Category

Health & Wellness

As an introverted nation, Chinese consumers may feel embarrassed when buying condoms in offline channels. Instead of the previous outmoded and obscure style, Durex upholds the new brand idea “Good Sex, Liberated” revolving around the “pixel” theme to design innovative and unique packaging for Fun&Adventure series. Compared with traditional condom packaging, the innovative and entertaining packaging expresses the features in a decent and distinct way. For instance, the pixelated mushroom on Pleasure Max can build the link with private part, ribs and dots. Moreover, the embossed mushroom allows the consumers to touch and feel the extra stimulation. Vital and passionate orange remains the dominant color. With the pixelated pattern, the products displayed on the shelf look like a series of game merchandise and thus differ from peer products, which not only generate resonance with male consumers but also avoid the embarrassment during purchase. What’s more, it evokes consumer interest in exploring good sex they can enjoy.

Credits

Creative Director
Yang LI
Graphic Designer
Xiao XUE
Account Manager
Yiling JIANG
Strategic Planner
Xincheng ZHUANG
3D Rendering
Jianhui CHEN
Motion
Sheng WAN
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