Gogoon 酒類パッケージ by Wen Liu, Bo Zheng and Weijie Kang

Gogoon 酒類パッケージ by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award 金賞 in パッケージデザイン Competition Category.

金パッケージ· 2021

Gogoon 酒類パッケージ

by Wen Liu, Bo Zheng and Weijie Kang

Client: Luzhou Laojiao Co., Ltd.china

A' Design Award 金賞 Winner in パッケージ Category

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Verify Award Status for #119505

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

Colors

The Design

About Gogoon 酒類パッケージ

Gogoonは、中国の蒸留酒である白酒(バイジュウ)のためのボトルおよびパッケージデザインである。ボトルはシンプルな円筒形で、純粋さを表現している。肩部には丁寧な職人技を想起させるハンマー打ち模様を施した。胴部は光を表面全体に反射する繊細なデイライト・グレイン(細やかな木目状)テクスチャーで仕上げられている。キャップは金属、レザーグレイン、木材を組み合わせ、簡潔な形状に豊かな質感を与えている。ボトルの寸法は幅75mm、奥行き75mm、高さ260mmである。このデザインは、新しい消費者層に向けてライトラグジュアリーなスタイルで白酒を提示している。

The Recognition

About the A' Design Award 金賞

Gogoon 酒類パッケージは、まさに素晴らしく傑出した第一級のデザインに授与される、計り知れないほど権威ある評価である A' Design Award 金賞の受賞作品です。金賞の受賞作品は、きわめて革新的で、先見性に富み、きらびやかに輝く創造物であり、デザイナーの天才性、叡智、卓越した技量を映し出しています。Gogoon 酒類パッケージは、最も称賛される、流行を牽引する記念碑的な発明であり、前例のない価値をもたらすことが期待されます。この A' Design Award 金賞を受賞したデザインは、壮観で尊敬されるプロジェクトであり、芸術・科学・デザイン・技術の境界に大きく寄与し、それを前進させます。Gogoon 酒類パッケージは、強い欲求を生み出し、情熱を呼び覚まし、創造性を促し、私たちを引きつけます。

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