Gogoon Verpackung fir alkoholesch Gedrénks by Wen Liu, Bo Zheng and Weijie Kang

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

GoldVerpackung· 2021

Gogoon Verpackung fir alkoholesch Gedrénks

by Wen Liu, Bo Zheng and Weijie Kang

Client: Luzhou Laojiao Co., Ltd.china

A' Design Award an Gold Winner in Verpackung Category

40,591
Verified Award Winner
Verify Award Status for #119505

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

Colors

The Design

About Gogoon Verpackung fir alkoholesch Gedrénks

Gogoon ass e Fläschen- a Verpackungsdesign fir Baijiu, e chinesescht destilléiert Gedrénks. D'Fläsch huet eng einfach zylindresch Form, déi Puretéit ausdréckt. D'Schëller dréit en Hummermuster, dat op suergfälteg Handwierkskonscht verweist. De Kierper ass mat enger fenger Dagesliicht-Kärentextur ofgeschloss, déi d'Liicht iwwer d'Uewerfläch reflektéiert. De Verschloss kombinéiert Metall, Liederstruktur an Holz, wat enger einfacher Form eng räich Textur gëtt. D'Fläsch moosst 75 mm an der Breet, 75 mm an der Déift an 260 mm an der Héicht. Den Design presentéiert Baijiu an engem liichte Luxusstil fir eng nei Grupp vu Konsumenten.

The Recognition

About the A' Design Award an Gold

Gogoon Verpackung fir alkoholesch Gedrénks ass e Gewënner vum A' Design Award an Gold, enger héich prestigiéiser Unerkennung, déi un éischtklassesch, wonnerbar an erausragend Designe vergi gëtt. Gold-Gewënner si ganz innovativ, visionär a blendend glänzend Kreatiounen, déi d'Talent, d'Wäisheet an d'Fäegkeete vun hire Designer reflektéieren. Et gëtt erwaart, datt Gogoon Verpackung fir alkoholesch Gedrénks eng héich gelueften, trendsetzend a monumental Erfindung ass, déi beispillosen Wäert liwwert. Dëst mam Gold ausgezeechent Design ass e spektakuläert, respektéiert Projet, dat d'Grenze vun der Konscht, der Wëssenschaft, vum Design an der Technologie erweidert. Gogoon Verpackung fir alkoholesch Gedrénks erzeegt intensiv Wënsch, erweckt Leidenschaft, encouragéiert Kreativitéit a faszinéiert eis.

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