Gogoon Ferpakking foar Alkoholhâldende Dranken by Wen Liu, Bo Zheng and Weijie Kang

Gogoon Ferpakking foar Alkoholhâldende Dranken by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award yn Goud in Ferpakkingsûntwerp Competition Category.

GoudFerpakking· 2021

Gogoon Ferpakking foar Alkoholhâldende Dranken

by Wen Liu, Bo Zheng and Weijie Kang

Client: Luzhou Laojiao Co., Ltd.china

A' Design Award yn Goud Winner in Ferpakking Category

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Colors

The Design

About Gogoon Ferpakking foar Alkoholhâldende Dranken

Gogoon is in flesse- en ferpakkingsûntwerp foar baijiu, in Sineeske distillearre drank. De flesse hat in ienfâldige silindryske foarm dy't suverens útdrukt. It skouder draacht in hammerpatroan dat ferwiist nei soarchfâldich fakmanskip. It liif is ôfmakke mei in fine deiljocht-korreltekstuer dy't ljocht oer it oerflak wjerspegelet. De dop kombinearret metaal, learkorrel en hout, wat in gewoane foarm in rike tekstuer jout. De flesse mjit 75 mm yn breedte, 75 mm yn djipte en 260 mm yn hichte. It ûntwerp presintearret baijiu yn in styl fan lichte lúkse foar in nije groep konsuminten.

The Recognition

About the A' Design Award yn Goud

Gogoon Ferpakking foar Alkoholhâldende Dranken is in winner fan de A' Design Award yn Goud, in ekstreem prestisjeuze erkenning foar earste-klas, prachtige en treflike ûntwerpen. Goudwinners binne tige ynnovative, fisionêre en glamoureus ferbjusterjende skeppings dy't it sjeny, de wiisheid en de feardigens fan har ûntwerpers wjerspegelje. Fan Gogoon Ferpakking foar Alkoholhâldende Dranken wurdt ferwachte dat it in tige priizge, trendsettende en monumintale útfining is dy't unferlykbere wearde leveret. Dit winnende ûntwerp fan de A' Design Award yn Goud is in spektakulêr, respektearre projekt dat grutte foardielen bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Gogoon Ferpakking foar Alkoholhâldende Dranken makket yntinse gefoelens fan begearte, stekt passy oan, stimulearret kreativiteit en fassinearret ús.

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