Gogoon 酒类包装 by Wen Liu, Bo Zheng and Weijie Kang

Gogoon 酒类包装 by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award 金奖 in 包装设计 Competition Category.

金包装· 2021

Gogoon 酒类包装

by Wen Liu, Bo Zheng and Weijie Kang

Client: Luzhou Laojiao Co., Ltd.china

A' Design Award 金奖 Winner in 包装 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 酒类包装

Gogoon是一款针对中国白酒设计的酒瓶及包装。瓶身采用简洁的圆柱造型，传达纯净之感。瓶肩饰有锤纹，寓意精心细致的匠艺。瓶身以细腻的日光纹肌理收尾，令光线在表面流转。瓶盖将金属、皮革纹理与木材相结合，为素简的造型赋予丰富质感。瓶体尺寸为宽75毫米、深75毫米、高260毫米。该设计以轻奢风格呈现白酒，面向新一代消费群体。

The Recognition

About the A' Design Award 金奖

Gogoon 酒类包装是 A' Design Award 金奖得主，这是授予一流、绝妙而杰出设计的极为崇高的认可。金奖得主是极具创新、极富远见且璀璨夺目的创作，反映出其设计师的天才、智慧与才干。预计Gogoon 酒类包装将成为一项备受赞誉、引领潮流、气势恢宏的发明，带来前所未有的价值。这件赢得 A' Design Award 金奖的设计是一个壮观而受人敬重的项目，极大地造福并拓展艺术、科学、设计和技术的边界。Gogoon 酒类包装激起强烈的渴望，唤起激情，鼓励创造力，令我们着迷。

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