Gogoon Imballagiu di Bevanda Alcolica by Wen Liu, Bo Zheng and Weijie Kang

Gogoon Imballagiu di Bevanda Alcolica by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award d'Oru in Disignu di Imballaghju Competition Category.

OruImballaghju· 2021

Gogoon Imballagiu di Bevanda Alcolica

by Wen Liu, Bo Zheng and Weijie Kang

Client: Luzhou Laojiao Co., Ltd.china

A' Design Award d'Oru Winner in Imballaghju Category

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The Design

About Gogoon Imballagiu di Bevanda Alcolica

Gogoon hè un cuncettu di buttiglia è d'imballagiu per u baijiu, un spiritu distillatu chinese. A buttiglia hà una forma cilindrica simplice chì esprime a purità. A spalla porta un mutivu à martellu chì rimanda à un'artigianeria attenta. U corpu hè finitu cù una fine testura à granu di luce di ghjornu chì riflette a luce nantu à a superficia. U tappu cumbineghja metallu, granu di coghju è legnu, dendu à una forma simplice una testura ricca. A buttiglia misura 75 mm di larghezza, 75 mm di prufundità è 260 mm d'altezza. U disignu presenta u baijiu in un stile di lussu ligeru per un novu gruppu di cunsumatori.

The Recognition

About the A' Design Award d'Oru

Gogoon Imballagiu di Bevanda Alcolica hè un vincitore di u premiu A' Design Award d'Oru, una ricunniscenza immensamente prestigiosa attribuita à i disegni di prima categuria, maravigliosi è straordinarii. I vincitori d'Oru sò creazioni estremamente innuvatrici, assai visiunarie è lucentemente abbagliante chì riflettenu u geniu, a saviezza è l'abilità di i so disegnatori. Si aspetta chì Gogoon Imballagiu di Bevanda Alcolica sia una invenzione assai elogiata, pionera di tendenze è monumentale, chì furnisce un valore senza precedente. Stu disegnu vincitore di u premiu A' Design Award d'Oru hè un prughjettu spettaculare è rispettatu chì benefizia assai è allarga i limiti di l'arte, di a scienza, di u disegnu è di a tecnulugia. Gogoon Imballagiu di Bevanda Alcolica crea sentimenti intensi di disideriu, evoca passione, incuraghjisce a creatività è ci affascina.

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