Gogoon Ka Hoʻopili Waihona Inu ʻAwaʻawa by Wen Liu, Bo Zheng and Weijie Kang

Gogoon Ka Hoʻopili Waihona Inu ʻAwaʻawa by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award Gula in Hoʻolālā ʻUhi Competition Category.

GulaʻUhi· 2021

Gogoon Ka Hoʻopili Waihona Inu ʻAwaʻawa

by Wen Liu, Bo Zheng and Weijie Kang

Client: Luzhou Laojiao Co., Ltd.china

A' Design Award Gula Winner in ʻUhi Category

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Verified Award Winner

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Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Gogoon Ka Hoʻopili Waihona Inu ʻAwaʻawa

He hoʻolālā ʻōmole a me ka hoʻopili ʻo Gogoon no ka baijiu, he wai ʻona i hoʻomāʻoli ʻia mai Kina mai. He kino pōʻai maʻalahi ko ka ʻōmole e hōʻike ana i ka maʻemaʻe. Aia ma ka poʻohiwi kahi lau hāmale e kuhikuhi ana i ka hana noʻeau akahele. Ua hoʻopau ʻia ke kino me kahi ʻano ʻili huna o ka mālamalama o ke ao e hoʻohālikelike ana i ka mālamalama ma luna o ka ʻili. Hoʻohui ka pani i ka metala, ka ʻili holoholona a me ka lāʻau, e hāʻawi ana i ke kino maʻalahi i kahi ʻano waiwai. He 75 mm ka laulā o ka ʻōmole, he 75 mm ka hohonu a he 260 mm ke kiʻekiʻe. Hōʻike ka hoʻolālā i ka baijiu ma ke ʻano nani māmā no kahi hui hou o ka poʻe kūʻai.

The Recognition

About the A' Design Award Gula

Ua lanakila ka hoʻolālā Gogoon Ka Hoʻopili Waihona Inu ʻAwaʻawa i ka A' Design Award Gula, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā pae mua, kupaianaha a kūʻokoʻa. He mau hana hou loa, ʻike maka a nani hoʻolaʻa nā lanakila Gula e hōʻike ana i ka ʻuhane akamai, ka naʻauao a me ka mākau o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Gogoon Ka Hoʻopili Waihona Inu ʻAwaʻawa he mea hoʻokumu i hoʻomaikaʻi nui ʻia, e hoʻokumu ana i nā ʻano hou, he nui, e hāʻawi ana i ka waiwai ʻaʻole i ʻike ʻia ma mua. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Gula he papahana kupaianaha, mahalo ʻia e hāʻawi i ka pōmaikaʻi nui a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. Hoʻāla ka hoʻolālā Gogoon Ka Hoʻopili Waihona Inu ʻAwaʻawa i nā manaʻo makemake ikaika, hoʻāla i ka ʻiʻini, hoʻoulu i ka hana noʻeau a hoʻopūliki iā mākou.

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