Gogoon Sephutheloana sa Seno se Tahang by Wen Liu, Bo Zheng and Weijie Kang

Gogoon Sephutheloana sa Seno se Tahang by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 Moputso oa Khauta oa A' Design Award in Moralo wa Phuthelo Competition Category.

KhautaPhuthelo· 2021

Gogoon Sephutheloana sa Seno se Tahang

by Wen Liu, Bo Zheng and Weijie Kang

Client: Luzhou Laojiao Co., Ltd.china

Moputso oa Khauta oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Gogoon Sephutheloana sa Seno se Tahang

Gogoon ke moralo oa botlolo le sephutheloana bakeng sa baijiu, seno se tahang sa Machaena se entsoeng ka mokhoa oa ho ritela. Botlolo e na le sebopeho se bonolo sa selinderi se bontšang bohloeki. Mahetleng ho na le paterone ea hamore e supang boqapi bo hlokolosi ba matsoho. 'Mele o phethetsoe ka thekstjhara e ntle ea lijo tsa leseli la motšehare e bonesang leseli holim'a bokaholimo. Sekoahelo se kopanya tšepe, thekstjhara ea letlalo le lehong, se fang sebopeho se bonolo thekstjhara e ruileng. Botlolo e lekana 75 mm ka bophara, 75 mm ka botebo le 260 mm ka bophahamo. Moralo o hlahisa baijiu ka setaele sa bosoele bo bobebe bakeng sa sehlopha se secha sa bareki.

The Recognition

About the Moputso oa Khauta oa A' Design Award

Gogoon Sephutheloana sa Seno se Tahang ke mohapi oa Moputso oa Khauta oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo ea maemo a pele, e ntle ka ho makatsa le e ikhethang. Bahapi ba Khauta ke lintho tse hlahisitsoeng tse nang le mehopolo e mecha haholo, tse shebileng pele le tse khanyang ka ho foufatsa, tse bontšang botsebi, bohlale le bokhoni ba baqapi ba tsona. Gogoon Sephutheloana sa Seno se Tahang e lebelletsoe ho ba mohopolo o babatsoang haholo, o thehang mekhoa e mecha le o moholo, o tlisang boleng bo sa kang ba bonoa. Moralo ona o hapileng Moputso oa Khauta oa A' Design Award ke mosebetsi o tsosang maikutlo, o hlomphehang, o tlisang molemo o moholo le o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Gogoon Sephutheloana sa Seno se Tahang e hlahisa maikutlo a matla a takatso, e tsosa tjantjello, e khothalletsa boqapi mme e re khahlisa.

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