Gogoon Pembungkusan Minuman Beralkohol by Wen Liu, Bo Zheng and Weijie Kang

Gogoon Pembungkusan Minuman Beralkohol by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award Emas in Reka Bentuk Pembungkusan Competition Category.

EmasPembungkusan· 2021

Gogoon Pembungkusan Minuman Beralkohol

by Wen Liu, Bo Zheng and Weijie Kang

Client: Luzhou Laojiao Co., Ltd.china

A' Design Award Emas Winner in Pembungkusan Category

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Verified Award Winner

Verify Award Status for #119505

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

Colors

The Design

About Gogoon Pembungkusan Minuman Beralkohol

Gogoon ialah reka bentuk botol dan pembungkusan untuk baijiu, sejenis minuman keras sulingan Cina. Botol ini mempunyai bentuk silinder yang ringkas yang melambangkan ketulenan. Bahagian bahu botol menampilkan corak tukul yang merujuk kepada ketukangan yang teliti. Bahagian badan disiapkan dengan tekstur bijirin cahaya siang yang halus yang memantulkan cahaya di seluruh permukaan. Penutupnya menggabungkan logam, tekstur kulit dan kayu, memberikan bentuk yang ringkas suatu tekstur yang kaya. Botol ini berukuran 75 mm lebar, 75 mm dalam dan 260 mm tinggi. Reka bentuk ini mempersembahkan baijiu dalam gaya mewah ringan untuk kumpulan pengguna yang baharu.

The Recognition

About the A' Design Award Emas

Gogoon Pembungkusan Minuman Beralkohol ialah pemenang A' Design Award Emas, pengiktirafan yang amat berprestij yang dianugerahkan kepada reka bentuk kelas pertama, menakjubkan dan cemerlang. Pemenang Emas ialah ciptaan yang sangat inovatif, berwawasan dan berkilau memukau yang mencerminkan kegeniusan, kebijaksanaan dan kepakaran pereka bentuknya. Gogoon Pembungkusan Minuman Beralkohol diharapkan menjadi ciptaan yang sangat dipuji, perintis aliran dan monumental yang memberikan nilai tanpa tandingan. Reka bentuk pemenang A' Design Award Emas ini ialah projek yang menakjubkan dan disegani yang memberi manfaat besar kepada dan memajukan batas seni, sains, reka bentuk dan teknologi. Gogoon Pembungkusan Minuman Beralkohol mencetuskan perasaan keinginan yang kuat, membangkitkan semangat, menggalakkan kreativiti dan memukau kita.

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