Chaos Pogo Mascota de Marca by Xudong Zhang and Hao Tan

Chaos Pogo Mascota de Marca by Xudong Zhang and Hao Tan is a highly esteemed winner of the very prestigious 2023 A' Design Award de Ferro in Deseño de Publicidade, Márketing e Comunicación Competition Category.

FerroPublicidade· 2023

Chaos Pogo Mascota de Marca

by Xudong Zhang and Hao Tan

Client: Chaos Pogo

A' Design Award de Ferro Winner in Publicidade Category

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Verified Award Winner
Verify Award Status for #147863

View at A' Design Award Press Release Award Badge

Colors

The Design

About Chaos Pogo Mascota de Marca

Wow é unha mascota de marca creada para Chaos Pogo, unha marca de pub aberto centrada en xente nova. A mascota está baseada no melívoro (teixugo do mel), un animal visto como símbolo de ardor, xuventude e valentía. Unha cabeza chá con pelo branco, garras afiadas e unha cola distintiva fan que o personaxe sexa doado de recoñecer. Uns ollos firmes con pupilas de cor vermello rosado engaden un toque de misterio. A aparencia atrevida reflicte a cultura e o carácter da marca. Os símbolos extraídos da mascota tamén se aplican aos produtos da marca, reforzando o vínculo entre os clientes e a marca.

The Recognition

About the A' Design Award de Ferro

Chaos Pogo Mascota de Marca gañou o A' Design Award de Ferro, un recoñecemento prestixioso outorgado a bos deseños que cumpren os requisitos profesionais e industriais esperados de creacións ben deseñadas. Os gañadores Ferro demostran a gran habilidade, a alta especialización, a comprensión experta e a capacidade creativa dos seus creadores. Espérase que Chaos Pogo Mascota de Marca sexa unha creación moi apreciada, admirada e querida que é práctica e innovadora. Este deseño gañador do A' Design Award de Ferro integra as mellores prácticas do sector e ten características técnicas competentes ligadas ao saber facer e ao talento. Chaos Pogo Mascota de Marca é respectado pola súa minuciosidade e está deseñado para proporcionar melloras na calidade de vida que axudan a facer do mundo un lugar mellor.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Representing the brand spirit, the specially designed Ip inspired by popular and adorable honey badger caters to aesthetic values and wins minds of consumers.
Being ferocious, viable, aggressive, intelligent and bold, honey badger is a disrupter of grassland order, and it is also a symbol of ardor, youth and bravery, exactly matching the brand culture and character.
Tags: Pub IP, Brand Image, Mascot, WOW, Youth
Production Technology: Focusing on the most prominent features of honey badger flat head with white hair, sharp claws and tail, designers present an untrammeled image immediately recognizable and forge an emotional bond with customers. The sharp and firm eyes with rose red pupils exude a feeling of mystery and prestige, which further deepens impression of its image and brand.
Design Challenge: Based on the buzzwords centering on young people such as Young and revolting, free and easy, off the beaten track, and combined with the development prospects of the pub and the future business model, the design team has created a new type of pub merging trend IP, fashion space and new forms of socialization, where young people are willing to put down their phones and step into the real and accurate social circle.
Research: In the current era of pan-entertainment, the new round of competition has elevated to the level of soft power as the IP boom gains stronger momentum. It is an inevitable trend for the pub to make its brand into IP, and the combination of brand culture connotation and corporate culture IP has become a common practice in the industry. Meanwhile, a fully-fledged IP image can gather fans and users, increase brand visibility and improve market competitiveness.
Inspiration: Chaos Pogo is an open pub brand taking young people as the core, and dedicated to providing customers with free and safe space for socializing. Based on market research and keen insights into the pub and its targeted consumers, designers choose Honey Badger as the prototype to design WOW as its IP image. Its cool appearance and straightforward personality also epitomize the brand culture and character.
Project Duration: The project was designed and developed in Beijing, China in July 2022 and listed in mainland China in February 2023.
Address: Floor 2, Vanke Tiandi, TBD Residence, No.7 Courtyard, Anju Road, Changping District, Beijing
Operation Flow: On the one hand, the undaunted courage displayed by WOW can defend pub order by deterring villains, and also embolden customers to pursue self-fulfillment, which meets the psychological demands of young people. In addition, the symbols built on WOW image features can also be used in the design of brand derivatives, which plays an essential role in connecting customers and enhancing the interaction between customers and brand culture.
Team Members: Xudong Zhang and Hao Tan