Gogoon Pakete ng Inuming May Alkohol by Wen Liu, Bo Zheng and Weijie Kang

Gogoon Pakete ng Inuming May Alkohol by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award na Ginto in Disenyo ng Pakete Competition Category.

GintoPakete· 2021

Gogoon Pakete ng Inuming May Alkohol

by Wen Liu, Bo Zheng and Weijie Kang

Client: Luzhou Laojiao Co., Ltd.china

A' Design Award na Ginto Winner in Pakete Category

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The Design

About Gogoon Pakete ng Inuming May Alkohol

Ang Gogoon ay isang disenyo ng bote at pakete para sa baijiu, isang Chinese distilled spirit. Ang bote ay may simpleng silindrikong anyo na nagpapahayag ng kadalisayan. Ang balikat nito ay may pattern ng martilyo na tumutukoy sa maingat na pagkakagawa. Ang katawan ay tinapos ng pinong daylight grain texture na nagpapasinag ng liwanag sa buong ibabaw. Ang takip ay pinagsasama ang metal, leather grain at kahoy, na nagbibigay ng mayamang tekstura sa isang payak na hugis. Ang bote ay may sukat na 75 mm ang lapad, 75 mm ang lalim at 260 mm ang taas. Ipinapakita ng disenyo ang baijiu sa isang light luxury na istilo para sa isang bagong grupo ng mga mamimili.

The Recognition

About the A' Design Award na Ginto

Ang Gogoon Pakete ng Inuming May Alkohol ay nagwagi ng A' Design Award na Ginto, isang napakaprestihiyosong pagkilalang iginagawad sa mga disenyong pangunahing-uri, kahanga-hanga at namumukod-tangi. Ang mga nagwagi ng Ginto ay mga likhang lubhang makabago, may pananaw at nakasisilaw sa karilagan na sumasalamin sa talino, karunungan at husay ng kanilang mga tagapagdisenyo. Inaasahang ang Gogoon Pakete ng Inuming May Alkohol ay isang lubos na pinupuri, nagtatakda-ng-uso at monumental na imbensyon na naghahatid ng walang kapantay na halaga. Ang disenyong ito na nagwagi ng A' Design Award na Ginto ay isang kahanga-hanga at iginagalang na proyekto na lubos na nakikinabang at nagpapaunlad sa mga hangganan ng sining, agham, disenyo at teknolohiya. Ang Gogoon Pakete ng Inuming May Alkohol ay lumilikha ng matinding damdamin ng pagnanais, gumigising ng damdamin, nagpapasigla ng pagkamalikhain at nakahuhumaling sa atin.

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