Gogoon Lub Thawv Ntim Cawv by Wen Liu, Bo Zheng and Weijie Kang

Gogoon Lub Thawv Ntim Cawv by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award Kub in Tsim Ntim Khoom Competition Category.

KubNtim Khoom· 2021

Gogoon Lub Thawv Ntim Cawv

by Wen Liu, Bo Zheng and Weijie Kang

Client: Luzhou Laojiao Co., Ltd.china

A' Design Award Kub Winner in Ntim Khoom Category

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Verified Award Winner

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Colors

The Design

About Gogoon Lub Thawv Ntim Cawv

Gogoon yog ib qho kev tsim lub raj mis thiab lub thawv ntim rau baijiu, uas yog ib hom cawv cub los ntawm Suav teb. Lub raj mis muaj tus duab kheej ncig yooj yim uas qhia txog kev huv si. Ntawm lub xub pwg muaj tus qauv rauj uas hais txog kev txawj ua haujlwm ua tib zoo. Lub cev raj mis xaus nrog cov nplaim ntxhib zoo li duab tshav ntuj uas ci ntsa iab thoob plaws saum npoo. Lub hau raj mis muab hlau, nplaim tawv thiab ntoo los sib xyaw, ua rau ib tug duab yooj yim muaj txoj kev xav ntxhib nplua nuj. Lub raj mis muaj 75 mm dav, 75 mm tob thiab 260 mm siab. Qhov kev tsim no nthuav baijiu rau hauv ib txoj kev zam kim tsis hnyav rau ib pab pawg neeg siv khoom tshiab.

The Recognition

About the A' Design Award Kub

Gogoon Lub Thawv Ntim Cawv yog tus yeej ntawm A' Design Award Kub, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim qib ib, zoo kawg nkaus thiab tshwj xeeb. Cov neeg yeej Kub yog cov khoom tsim tshiab heev, pom deb heev thiab ci ntsa iab uas qhia txog kev txawj ntse, kev txawj thiab lub zog ntawm cov kws tsim qauv. Gogoon Lub Thawv Ntim Cawv xav tias yuav yog ib qho kev tsim uas tau txais kev qhuas ntau, tsim kev nyiam tshiab thiab loj uas ua rau muaj nqi tsis tau muaj dua. Cov qauv tsim yeej A' Design Award Kub no yog ib qho haujlwm zoo kawg nkaus thiab muaj kev hwm uas pab tau ntau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Gogoon Lub Thawv Ntim Cawv ua rau muaj kev xav tau heev, txhawb kev mob siab, txhawb kev tsim tshiab thiab ua rau peb xav tsis thoob.

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