Durex Fun and Adventure: Pixel Art Game Inspired Condom Packaging

Conquering Barriers to Love with Creative Packaging

Durex, the world's leading condom brand, faces fierce competition in the Chinese market. Recognizing that Chinese consumers may feel embarrassed when buying condoms, especially in offline channels, the design team at Blackandgold Shanghai sought to modernize the existing packaging and address this barrier to love. The new Durex Fun and Adventure packaging stands out on the shelf, resembling a range of game merchandise rather than traditional condom packaging.

The pixelated style of the packaging not only captures the attention of consumers but also avoids the purchase embarrassment commonly associated with buying condoms. By adopting a design that resembles game merchandise, Durex Fun and Adventure distinguishes itself from competitors and draws consumers' attention in a playful and non-explicit way.

The unique properties of the packaging align with Durex's brand idea of "Good Sex, Liberated," which aims to guide consumers in conquering existing barriers to love. The creative packaging not only addresses the issue of embarrassment but also communicates the product benefits in a fun and distinct way. Unlike leading textured condom brands, the new packaging for Durex Fun and Adventure explains the product benefits through graphic design, appealing to the target audience of young consumers.

The Durex Fun and Adventure packaging is made of paper, with the graphic design for product benefits coated with Spot UV. The dimensions of the packaging are 64mm in width, 37mm in depth, and 125mm in height, ensuring a compact and convenient size for consumers.

The project, which started in May 2019, culminated in the launch of the new packaging in December of the same year. Throughout the design process, the team conducted extensive research to understand consumer insights and the condom packaging trend in China. By combining consumer insights and product benefits, Blackandgold Shanghai successfully proposed a creative direction that addressed the challenges of avoiding embarrassment and attracting young consumers.

The innovative design of Durex Fun and Adventure packaging was recognized with a Bronze A' Design Award in 2022. This prestigious award acknowledges designs that demonstrate creativity, resourcefulness, and technical skill, contributing to improvements in quality of life. By incorporating best practices in art, science, design, and technology, the packaging exemplifies the mission of making the world a better place.

With its pixel art game-inspired packaging, Durex Fun and Adventure revolutionizes the condom purchasing experience in China. By breaking down barriers and offering a unique and engaging design, Durex continues to guide consumers towards a liberated and fulfilling love life.