Gogoon Verpackung für alkoholische Getränke by Wen Liu, Bo Zheng and Weijie Kang

Gogoon Verpackung für alkoholische Getränke by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award in Gold in Verpackungsdesign Competition Category.

GoldVerpackung· 2021

Gogoon Verpackung für alkoholische Getränke

by Wen Liu, Bo Zheng and Weijie Kang

Client: Luzhou Laojiao Co., Ltd.china

A' Design Award in Gold Winner in Verpackung Category

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The Design

About Gogoon Verpackung für alkoholische Getränke

Gogoon ist ein Flaschen- und Verpackungsdesign für Baijiu, eine chinesische Spirituose. Die Flasche besitzt eine schlichte zylindrische Form, die Reinheit zum Ausdruck bringt. Die Schulter trägt ein Hammerschlagmuster, das auf sorgfältige Handwerkskunst verweist. Der Korpus ist mit einer feinen Tageslicht-Körnung veredelt, die das Licht über die gesamte Oberfläche reflektiert. Der Verschluss verbindet Metall, Ledernarbung und Holz und verleiht so einer einfachen Form eine reiche Haptik. Die Flasche misst 75 mm in der Breite, 75 mm in der Tiefe und 260 mm in der Höhe. Das Design präsentiert Baijiu in einem Light-Luxury-Stil für eine neue Konsumentengruppe.

The Recognition

About the A' Design Award in Gold

Gogoon Verpackung für alkoholische Getränke ist Gewinner des A' Design Award in Gold, einer überaus prestigeträchtigen Anerkennung für erstklassige, wunderbare und herausragende Designs. Gold-Gewinner sind äußerst innovative, visionäre und glamourös blendende Schöpfungen, die das Genie, die Weisheit und die Meisterschaft ihrer Designer widerspiegeln. Von Gogoon Verpackung für alkoholische Getränke wird erwartet, dass es eine hochgepriesene, trendsetzende und monumentale Erfindung ist, die beispiellosen Mehrwert liefert. Dieses mit dem A' Design Award in Gold prämierte Design ist ein spektakuläres, respektiertes Projekt, das den Grenzen von Kunst, Wissenschaft, Design und Technologie in hohem Maße zugutekommt und sie voranbringt. Gogoon Verpackung für alkoholische Getränke erzeugt intensive Gefühle des Verlangens, weckt Leidenschaft, ermutigt zur Kreativität und fasziniert uns.

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