Gold Packaging Design · 2021
Gogoon Alcoholic Beverage Packaging
by Wen Liu, Bo Zheng and Weijie Kang
- A' Design Award 2021 Gold Winner in Packaging Design
- Awarded April 15, 2021
- CLIENT: Luzhou Laojiao Co., Ltd.china
- Estimated Number of Design Views: 40,338
- Verification code 5D1A5CE9DB · Verify this award
About Gogoon Alcoholic Beverage Packaging
Gogoon is a bottle and packaging design for baijiu, a Chinese distilled spirit. The bottle has a simple cylindrical form that expresses purity. The shoulder carries a hammer pattern that refers to careful craftsmanship. The body is finished with a fine daylight grain texture that reflects light across the surface. The cap combines metal, leather grain and wood, giving a plain shape a rich texture. The bottle measures 75 mm in width, 75 mm in depth and 260 mm in height. The design presents baijiu in a light luxury style for a new group of consumers.
This distinguished packaging design exemplifies the contemporary renaissance of traditional beverage presentation, wherein functional containment transcends utilitarian purpose to achieve the status of collectible decorative object. The designer appears to engage deeply with the visual heritage of both Eastern aesthetic traditions and Western geometric modernism, synthesizing these influences into a coherent visual language that speaks simultaneously of heritage and innovation. The radial pattern dominating each vessel's surface suggests multiple symbolic references, from the parasol forms significant in traditional ceremonies to the sunburst motifs prevalent in art deco luxury goods of the early twentieth century. Technical accomplishment manifests in the precise execution of the linear ribbing, where each striation maintains consistent width and spacing while conforming to the vessel's curved surface, demonstrating mastery of both design conception and manufacturing process. The chromatic strategy reveals careful consideration of shelf presence and brand differentiation, with the unified teal tonality establishing family resemblance while individual color variations within closures and transparency levels distinguish product variants. The circular medallion centered on each bottle functions as both brand identifier and compositional anchor, its warm metallic finish creating chromatic counterpoint against the cool glass surfaces while its position at the convergence point of the radiating lines draws and holds visual attention. The presentation against the moonlit backdrop elevates the product imagery beyond commercial photography into the realm of still life tableau, inviting contemplation of the relationship between crafted object, natural phenomena, and cultural ritual. One might observe how the moon's presence suggests themes of celebration, gathering, and the marking of significant occasions traditionally associated with premium spirits consumption. The viewer is invited to consider how packaging design participates in the creation of meaning surrounding consumption, transforming the act of selection and serving into aesthetic experience.
Press Kit
- 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.
- 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.
- 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.
Colors of Gogoon Alcoholic Beverage Packaging
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