Gogoon Embalaža za alkoholne pijače by Wen Liu, Bo Zheng and Weijie Kang

Gogoon Embalaža za alkoholne pijače by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 Zlata nagrada A' Design Award in Oblikovanje embalaže Competition Category.

ZlataEmbalaža· 2021

Gogoon Embalaža za alkoholne pijače

by Wen Liu, Bo Zheng and Weijie Kang

Client: Luzhou Laojiao Co., Ltd.china

Zlata nagrada A' Design Award Winner in Embalaža 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 Embalaža za alkoholne pijače

Gogoon je oblikovanje steklenice in embalaže za baijiu, kitajsko destilirano žgano pijačo. Steklenica ima preprosto valjasto obliko, ki izraža čistost. Rame steklenice krasi vzorec kladiva, ki namiguje na skrbno rokodelsko izdelavo. Trup je dodelan s fino teksturo dnevne svetlobe, ki odbija svetlobo po celotni površini. Zamašek združuje kovino, teksturo usnja in les, kar preprosti obliki daje bogato teksturo. Steklenica meri 75 mm v širino, 75 mm v globino in 260 mm v višino. Oblikovanje predstavlja baijiu v slogu lahkotnega razkošja za novo skupino potrošnikov.

The Recognition

About the Zlata nagrada A' Design Award

Gogoon Embalaža za alkoholne pijače je prejemnik Zlate nagrade A' Design Award, neizmerno prestižnega priznanja, ki se podeljuje prvovrstnim, čudovitim in izvrstnim oblikovanjem. Prejemniki Zlate nagrade so izjemno inovativne, vizionarske in bleščeče osupljive stvaritve, ki odražajo genij, modrost in mojstrstvo svojih oblikovalcev. Od Gogoon Embalaža za alkoholne pijače se pričakuje, da bo zelo hvaljen, trende postavljajoč in monumentalen izum, ki prinaša brezprecedenčno vrednost. To oblikovanje, nagrajeno z Zlato nagrado A' Design Award, je spektakularno, spoštovano delo, ki v veliki meri koristi in premika meje umetnosti, znanosti, oblikovanja in tehnologije. Gogoon Embalaža za alkoholne pijače ustvarja intenzivna čustva želje, prebuja strast, spodbuja ustvarjalnost in nas prevzame.

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