Gogoon Alcoholic Beverage Packaging by Wen Liu, Bo Zheng and Weijie Kang

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DESIGN DETAILS
DESIGN NAME:
Gogoon

PRIMARY FUNCTION:
Alcoholic Beverage Packaging

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. Thereforeļ¼Œ the bottle body uses different wavelengths of light to combine as dazzling light, which implies that a new consumer era is blooming.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
"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.

PROJECT DURATION AND LOCATION:
2020.01~2020.03 Shenzhen, China

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION 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.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 75mm* Depth 75mm* Height 260mm

TAGS:
LUZHOU LAOJIAO, Baijiu, Baijiu packaging, Gogoon

RESEARCH ABSTRACT:
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.

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.

ADDED DATE:
2021-02-22 08:39:05

TEAM MEMBERS (3) :
Designer:Wen Liu, Designer:Bo Zheng and Designer:Weijie Kang

IMAGE CREDITS:
Wen Liu, Bo Zheng and Weijie Kang, 2020.

Visit the following page to learn more: https://detail.tmall.com/item.htm?spm=a220m.1 000858.1000725.
CLIENT/STUDIO/BRAND DETAILS
NAME:
LUZHOU LAOJIAO CO.,LTD.CHINA

PROFILE:
Sichuan is the hometown of Chinese liquor. Luzhou City in southern Sichuan has been known as the "Liquor City" since ancient times, and its baijiu-making history has been thousands of years since the Qin and Han Dynasties. Luzhou Laojiao is a large-scale state-owned key baijiu-making enterprise developed on the basis of 36 ancient workshops in the Ming and Qing Dynasties.

NOMINATION DETAILS

Gogoon Alcoholic Beverage Packaging by Wen Liu, Bo Zheng and Weijie Kang is a Nominee in Packaging Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Wen Liu, Bo Zheng and Weijie Kang is also kept secret. This information will also be available later.
AWARD DETAILS

Gogoon Alcoholic Beverage Packaging by Wen Liu, Bo Zheng and Weijie Kang is Winner in Packaging Design Category, 2020 - 2021.



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