Gogoon Опаковка за алкохолна напитка by Wen Liu, Bo Zheng and Weijie Kang

Gogoon Опаковка за алкохолна напитка by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 Златна награда A' Design Award in Дизайн на опаковки Competition Category.

ЗлатоОпаковки· 2021

Gogoon Опаковка за алкохолна напитка

by Wen Liu, Bo Zheng and Weijie Kang

Client: Luzhou Laojiao Co., Ltd.china

Златна награда A' Design Award Winner in Опаковки Category

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The Design

About Gogoon Опаковка за алкохолна напитка

Gogoon е дизайн на бутилка и опаковка за байдзю — китайска дестилирана спиртна напитка. Бутилката има изчистена цилиндрична форма, която изразява чистота. Рамото носи шарка с чуканен ефект, която препраща към прецизната занаятчийска изработка. Тялото е завършено с фина текстура с дневна зърнеста повърхност, която отразява светлината по цялата повърхност. Капачката съчетава метал, кожена текстура и дърво, придавайки на семплата форма богата текстура. Бутилката е с размери 75 мм ширина, 75 мм дълбочина и 260 мм височина. Дизайнът представя байдзю в стил лек лукс за нова група потребители.

The Recognition

About the Златна награда A' Design Award

Gogoon Опаковка за алкохолна напитка е носител на Златната награда A' Design Award — неимоверно престижно признание, присъждано на първокласни, чудесни и забележителни дизайни. Златните победители са изключително иновативни, силно визионерски и блестящо поразяващи творби, които отразяват гения, мъдростта и майсторството на своите дизайнери. Очаква се Gogoon Опаковка за алкохолна напитка да бъде високо възхвалявано, задаващо тенденции и монументално изобретение, което носи безпрецедентна стойност. Този дизайн, спечелил Златната награда A' Design Award, е впечатляващ, уважаван проект, който силно ползва и разширява границите на изкуството, науката, дизайна и технологиите. Gogoon Опаковка за алкохолна напитка поражда силни чувства на желание, буди страст, насърчава творчеството и ни очарова.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Luzhou Laojiao launched a new strategic brand "Gogoon", laying out the new consumption era of China's consumption upgrade and the rise of light luxury consumption. Gogoon is positioned as the first new light luxury baijiu in China's baijiu industry, pioneering the quality standard of Chinese light luxury baijiu, also innovation leads the era of light luxury baijiu consumption, and opens the third trend of Luzhou Laojiao.
Dimensions & Packaging: Width 75mm* Depth 75mm* Height 260mm
Tags: LUZHOU LAOJIAO, Baijiu, Baijiu packaging, Gogoon
Production Technology: The bottle cap is made of metal, leather grain and wood, which interprets simplicity without losing the texture. The shoulder of the bottle is designed with hammer patterns which symbolizes the ultimate craftsmanship, indicating that only after thousands of trials can the highlight moment of life be achieved. The bottle body uses delicate and textured daylight grain, such as dazzling sunlight, which release full positive energy. This is the unique visual symbol of Gogoon, and it defines the new design style of high-end Baijiu bottle.
Design Challenge: Four major innovations: No.1: A category which is the leading brand of high-end Baijiu bottle. No.2: A quality which is the high standard of consumers for a better life. No.3: A brand which creates high-end brand characteristic and wins cultural belongingness and brand recognition. No.4: A value experience, which does a good job in cultural experience of producing region and consumer communication to enhance cultural value. Gogoon intends to promote the development and prosperity of China's high-end Baijiu bottle product.
Research: The most important thing in commercial design is to find the aesthetic logic that fits this era! Design is dynamic, it is always changing, because the public aesthetics is always changing, and there will even be flashback in a certain period of time. Therefore, no design concept and design style can stand forever, but from the current stage, the design of the trinity of genes, aesthetics and experience is the product direction of the Baijiu industry.
Inspiration: Gogoon's core concept is the ultimate attitude under light luxuryism. The simple cylindrical bottle design has the experience to the inner purity. The shoulder of the bottle is designed with hammer patterns which symbolizes the ultimate craftsmanship, indicating that only after thousands of trials can the highlight moment of life be achieved. Therefore， the bottle body uses different wavelengths of light to combine as dazzling light, which implies that a new consumer era is blooming.
Project Duration: 2020.01~2020.03 Shenzhen, China
Operation Flow: "Gogoon" is a new product based on theoretical innovation and consumption upgrades. It completely subverts consumers' perception of traditional bottle Baijiu. The time of pseudo-innovation using conceptual gimmicks in the past has passed! Gogoon proposes the light luxury standard for the first time in the Baijiu industry, which not only creates a new life proposition and value standard. It also respects consumers in the true sense and abandons pseudo-innovation.
Team Members: Designer:Wen Liu
Designer:Bo Zheng
Designer:Weijie Kang