Chaos Pogo Mahi Matua o te Waitohu Kaipakihi by Xudong Zhang and Hao Tan is a highly esteemed winner of the very prestigious 2023 A' Design Award Rino in Hoahoa Pānui Hokohoko, Whakatairanga me te Whakawhitiwhiti Kōrero Competition Category.
RinoPānui Hokohoko· 2023
Chaos Pogo Mahi Matua o te Waitohu Kaipakihi
Client: Chaos Pogo
A' Design Award Rino Winner in Pānui Hokohoko Category
Verified Award Winner
Verify Award Status for #147863The Design
About Chaos Pogo Mahi Matua o te Waitohu Kaipakihi
He Waitohu Kaipakihi a Wow i hangaia mō Chaos Pogo, he waitohu pāpa tūwhera e aro ana ki ngā rangatahi. Ko te tūāpapa o te waitohu he mea ahu mai i te tūkoiwi honi (honey badger), he kararehe e kiia nei hei tohu mō te ngākau kā, te taitamarikitanga me te maia. He māhunga papatahi me te huruhuru mā, he maikuku koi, me te hiku motuhake e ngāwari ai te mōhiotia o te tākaro. Ko ngā karu pūmau me ngā whatu kōwhai-whero e whakaū ana i tētahi āhua ngaro. Ko te āhua maia o waho e whakaatu ana i te ahurea me te ngākau o te waitohu. Kua whakamahia hoki ngā tohu i ahu mai i te waitohu ki ngā hua o te waitohu, e whakakaha ake ana i te here i waenga i ngā kaihoko me te waitohu.
The Recognition
About the A' Design Award Rino
Ko Chaos Pogo Mahi Matua o te Waitohu Kaipakihi te toa o te A' Design Award Rino, he whakaaetanga whai mana e hoatu ana ki ngā hoahoa pai e whakatutuki ana i ngā hiahia ngaio me te ahumahi e tūmanakohia ana mai i ngā mahi kua hoahoatia pai. Ko ngā toa Rino e whakaatu ana i te pukenga nui, te tohungatanga teitei, te māramatanga mātanga me te kaha auaha o ō rātou kaihanga. E tūmanakohia ana ko Chaos Pogo Mahi Matua o te Waitohu Kaipakihi he mahi whakanuia, whakamīharotia, aroha nui, he whaihua, he auaha hoki. Ko tēnei hoahoa i toa i te Rino e whakakotahi ana i ngā tikanga pai rawa o te ahumahi, ā, he āhuatanga hangarau pūkenga tōna e hono ana ki te mōhio me te pūmanawa. E whakahonoretia ana a Chaos Pogo Mahi Matua o te Waitohu Kaipakihi mō tōna tōtika, ā, i hoahoatia hei whakapai ake i te kounga o te oranga me te āwhina i te ao kia pai ake.
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
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