杜蕾斯全品牌设计《美美杜周末》 / Durex《Weekend to Durex》
杜蕾斯品牌负责人 · 2024 · 杜蕾斯项目
结案：美团买药渠道月均销量 +40%，活动复购率提升到 35%
杜蕾斯全品牌设计
一句话概述:作为杜蕾斯全品牌设计负责人,把成人健康品类在 O2O 即时零售渠道的促销,做成有梗、可记、能持续累积的超级 IP——以「美美杜周末」(美团买药)和「欢杜 e 整晚」(饿了么)两大平台联合 IP 为核心,用谐音梗超级符号 + 场景/时间锚点统领全渠道视觉,推动美团买药渠道销量月均增长 40%、活动复购率提升至 35% 我的角色：杜蕾斯全品牌设计负责人(兼团队 AI 技术负责人) 职责范围：杜蕾斯 O2O 全渠道线上线下视觉全权负责;统筹薇婷、intima 多品牌 O2O 视觉;品牌屋构建 → 全国 5000+ 线下药店陈列 + 线上电商活动页落地 作品集重点：杜蕾斯 × 美团买药「美美杜周末」、杜蕾斯 × 饿了么「欢杜 e 整晚」两大联合 IP 品牌调性：年轻、有梗、性感而不低俗的杜蕾斯式表达
Summary in one sentence: As the head of the entire brand design for Durex, I transformed the promotion of the adult health category in the O2O instant retail channel into a memorable, memorable, and continuously cumulative super IP - with the two major platforms "Meituan Buy Medicine" and "Huan Du e Night" as the core, using puns and super symbols + scene/time anchors to lead the visual experience across all channels, driving a 40% monthly average increase in sales volume on the Meituan Buy Medicine channel and an increase in activity repeat purchase rate to 35%. My Role: Head of Brand Design for Durex (also the AI Technology Lead of the team) Responsibilities: Full authority over the visual design for Durex's O2O (online and offline) across all channels; Coordinating the visual design for multiple brands such as Vity and Intima's O2O; Brand house construction → 5000+ offline pharmacies nationwide for display + online e-commerce activity pages for implementation Key Highlights of Portfolio: Two joint IPs: Durex × Meituan Pharmacy "Beautiful Durex Weekend", Durex × Ele.me "Happy Durex All Night" Brand Tone: Young, witty, sexy but not vulgar, with a Durex-style expression
背景和问题
公司按品牌划分团队,我作为杜蕾斯的全品牌设计负责人,杜蕾斯在 O2O 即时零售渠道的大小线上线下视觉均由我这边负责。核心战场是两大本地生活平台: 美团买药 —— 深度绑定「超级奇妙夜」等场景,规划「美美杜周末」IP 体系,落地「即刻美美杜」「周末美美杜」等周期性活动视觉。 饿了么 —— 深度绑定「周末 To-Do List」等场景,打造「欢杜 e 整晚」联合 IP。 要解决的核心命题:成人品类在即时零售这种「即时、非计划性购买」的渠道里,如何用一个有梗、可延展的超级 IP,把零散的平台促销做成长期累积的消费心智,而不是打一次折热闹一次。
The company divides the teams according to brands. As the full-brand design director of Durex, I am responsible for the large-scale online and offline visual designs of Durex in the O2O instant retail channels. The main battlefields are the two local life platforms: Meituan Pharmacy - Deeply integrates with scenarios such as "Super Wonderful Night", plans the "Meimei Du Weekend" IP system, and implements periodic activities like "Instant Meimei Du" and "Weekend Meimei Du" with visual designs. Ele.me - Deeply integrates with scenarios such as "Weekend To-Do List", and creates a joint IP called "Huan Du e All Night". The core issue to be addressed: In the "instant, unplanned purchase" channel of instant retail, how can adult product categories use a humorous and scalable super IP to transform scattered platform promotions into long-term accumulated consumer mindsets, rather than offering a discount once and creating a temporary buzz.
三个难点
表达侧 — 成人品类的视觉表达要既「有梗、年轻、性感」,又安全合规、不低俗,在尺度与品牌调性之间走钢丝。 场景侧 — 即时零售是即时需求、非计划性购买,如何用「周末」「夜晚」等时间锚点制造消费触发,把「想起来才买」变成「到点就想起」。 多平台一致性 — 美团、饿了么两个平台调性 / 资源位不同,既要做出平台差异化联合 IP,又要统一在杜蕾斯品牌识别下;同时还要兼顾线下 5000+ 药店陈列与多品牌(薇婷 / intima)的视觉一致性。 核心问题:如何用平台联合超级 IP,把杜蕾斯在 O2O 的即时消费做成长期心智资产,并撬动平台与品牌的双向投入。
Expression side - The visual expression of adult products should be "funny, youthful, and sexy", while being safe and compliant, and not vulgar. It needs to walk a tightrope between the scale and the brand tone. Scene side - Instant retail involves immediate demands and unplanned purchases. How to use "weekends" and "nights" as time anchors to trigger consumption, turning "buying when the urge strikes" into "remembering to buy at the right time". Consistency across multiple platforms - The two platforms, Meituan and Ele.me, have different tones and resource positions. We need to create platform-specific joint IPs while maintaining consistency under the Durex brand identity; at the same time, we also need to ensure visual consistency for the display in over 5,000 pharmacies offline and for multiple brands (Viviane Tint / Intima). Core issue: How to use platform collaborations with super IPs to turn Durex's immediate consumption in O2O into long-term brand assets, and to drive the mutual investment from both the platform and the brand.
设计目标&设计思路
业务目标：提升杜蕾斯在美团 / 饿了么 O2O 渠道销量与复购,巩固「周末 / 夜晚 = 买杜蕾斯」心智 用户目标：把「美美杜周末」「欢杜 e 整晚」变成可记忆、有梗、愿意参与的消费心智 设计目标：搭建可延展的平台联合超级 IP 视觉体系,统一全渠道(线上多平台 + 线下药店 + 多品牌)视觉 主线策略：用「谐音梗超级符号 + 场景/时间锚点」,为每个平台打造母子结构的联合超级 IP——母 IP 统一心智,子主题覆盖场景,跨线上线下复用。 IP 化(超级符号) — 用「美美杜」(美美哒)「欢杜」(欢度)「及时杜杜」(及时雨)等谐音梗做超级符号,一眼识别、一秒会心。 场景化(时间锚点) — 用「周末」(美团)、「整晚 / 夜」(饿了么)等时间锚点把抽象渠道促销变成具体消费场景。 平台共建(双向投入) — 联合 IP 深度绑定平台招牌场景(超级奇妙夜 / 周末 To-Do List),撬动平台资源与品牌投入。 全案统一 — 从品牌屋出发,把同一套 IP 视觉规范贯通到线上活动页、线下药店陈列与多品牌延展。
Business objective: Increase the sales volume and repeat purchase rate of Durex on the Meituan / Ele.me O2O channels, and consolidate the concept of "buy Durex on weekends/nights" User objective: Transform "Mei Mei Durex Weekend" and "Huan Duree All Night" into memorable, humorous, and engaging consumption concepts Design objective: Build a scalable platform combined with a super IP visual system, and unify the visual design across all channels (multiple online platforms + offline pharmacies + multiple brands) Main strategy: Utilize "homophonic joke super symbols + scene/time anchors" to create a mother-child structure of joint super IPs for each platform - the mother IP unifies the minds, while the child themes cover the scenarios, and they can be reused across online and offline channels. IPization (Super Symbols) - Use "Meimeiduo" (Pretty Cool), "Huan Du" (Enjoy), "Zhishi Du Du" (Rainmaker) and other homophonic expressions as super symbols, making them easily recognizable at a glance and instantly evoking understanding. Scene-based (Time Anchors) - Use "Weekend" (Meituan), "All Night / Night" (Ele.me) and other time anchors to transform abstract channel promotions into specific consumption scenarios. Platform Collaboration (Bidirectional Investment) - Collaborate with IP to deeply integrate platform signature scenarios (Super Wonderful Night / Weekend To-Do List), leveraging platform resources and brand investment. Overall Consistency - Starting from the brand house, apply the same set of IP visual standards to online event pages, offline pharmacy displays and multi-brand extensions.
用户体感
用户在美团 / 饿了么打开会场,看到的不是又一个「打折弹窗」,而是会玩谐音梗、有场景氛围的「美美杜周末」与「欢杜 e 整晚」——「到周末就想美美杜一下」「夜里下单顺手欢杜一整晚」的心智被反复强化。理想状态:用户记住的不是「这次有折扣」,而是「周末 / 夜晚 = 在 O2O 买杜蕾斯」。
When users open the venue on Meituan or Ele.me, they don't see another "discount pop-up window", but instead they encounter "Meimei Du Weekend" and "Huan Du e All Night" - which are playful with puns and have a scene atmosphere. The mental associations of "I want to look good on the weekend" and "Order at night and enjoy the whole night with Huan Du" are repeatedly reinforced. Ideal state: What users remember is not "There's a discount this time", but "Weekend / Night = Buying Durian on O2O".
沉淀和能力
谐音梗超级符号方法论:把「品牌 + 渠道 + 场景锚点」压进一个谐音符号,做成一眼识别、可反复延展的超级 IP——杜蕾斯式表达的可复用路径。 平台联合 IP 框架:同一品牌在不同平台(美团 / 饿了么)做差异化卡位(周末白天 / 夜晚整晚)又统一识别的母子 IP 结构。 数据 + AI 驱动的设计流程:C2M 用户共创 + Midjourney/SD 自动化 + 周度培训,把设计从经验驱动升级为数据与 AI 驱动,可迁移复用。 全案 / 多品牌视觉管理:从品牌屋到线上线下落地、跨多品牌保持一致性的全案管控能力。 成人品类合规表达:在「有梗、性感」与「安全、不低俗」之间拿捏尺度的视觉经验。
The Methodology of Super Symbolic Rhyming Humor: Incorporate "brand + channel + scene anchor" into a rhyming symbol, creating a super IP that is easily recognizable at a glance and can be repeatedly extended - a reusable path expressed in the Durex style. Platform Joint IP Framework: The same brand makes differentiated market positions on different platforms (Meituan / Ele.me) while maintaining unified recognition through a mother-child IP structure. Data + AI-driven Design Process: C2M user co-creation + Midjourney/SD automation + weekly training, upgrading design from experience-driven to data and AI-driven, making it transferable and reusable. Full Case / Multi-brand Visual Management: The ability to manage the entire case from the brand house to offline and online implementation, maintaining consistency across multiple brands. Compliance Expression for Adult Categories: Mastering the scale between "rhyming, sexy" and "safe, not vulgar" in visual experience.
复盘反思
谐音梗是杜蕾斯最大的武器,也是双刃剑——梗用过头会稀释品牌、踩线有合规风险,需要更清晰的「梗的边界」规范。 两大平台联合 IP 数量与子主题多,母 IP 的视觉约束力需更强,避免在换装中走形、丢失统一识别。 O2O 的「即时性」与「周末 / 夜晚锚点」之间存在张力,非锚点时段的日常消费如何承接,值得继续探索。 AI 提效已见效,但 AI 生成与品牌调性 / 合规之间的把关机制需要持续沉淀,避免效率提升带来风格漂移。
The puns are Durex's greatest weapon, but they are also a double-edged sword - if overused, they can dilute the brand and pose compliance risks. Clearer "boundaries" for "puns" need to be established. The number of IP combinations and sub-themes on the two platforms is large, so the visual influence of the main IP needs to be stronger to avoid losing the unified identity during changes. There is tension between the "immediacy" of O2O and the "weekend/night anchor points". How to continue to explore how daily consumption during non-anchor periods can be carried over is worth further exploration. The efficiency improvement by AI has been effective, but the control mechanism between AI generation and brand tone / compliance needs to be continuously refined to avoid style drift due to the improvement in efficiency.
Damien Wang · 产品经理作品集