Chaos Pogo Merkmascotte by Xudong Zhang and Hao Tan

Chaos Pogo Merkmascotte by Xudong Zhang and Hao Tan is a highly esteemed winner of the very prestigious 2023 A' Design Award in IJzer in Reclame, Marketing en Communicatie Ontwerp Competition Category.

IJzerReclame· 2023

Chaos Pogo Merkmascotte

by Xudong Zhang and Hao Tan

Client: Chaos Pogo

A' Design Award in IJzer Winner in Reclame Category

16,298

Verified Award Winner

Verify Award Status for #147863

View at A' Design Award Press Release Award Badge

Colors

The Design

About Chaos Pogo Merkmascotte

Book Text: Wow is een merkmascotte gecreëerd voor Chaos Pogo, een open pubmerk gericht op jongeren. De mascotte is gebaseerd op de honingdas, een dier dat wordt gezien als een symbool van hartstocht, jeugd en moed. Een plat hoofd met wit haar, scherpe klauwen en een opvallende staart maken het personage gemakkelijk herkenbaar. Vastberaden ogen met rozerode pupillen voegen een gevoel van mysterie toe. Het gedurfde uiterlijk weerspiegelt de merkcultuur en het merkkarakter. Symbolen ontleend aan de mascotte worden ook toegepast op merkproducten, waardoor de band tussen klanten en het merk wordt versterkt.

The Recognition

About the A' Design Award in IJzer

Chaos Pogo Merkmascotte is winnaar van de A' Design Award in IJzer, een prestigieuze erkenning die wordt toegekend aan goede ontwerpen die voldoen aan de professionele en industriële eisen die worden verwacht van goed ontworpen creaties. Winnaars in IJzer tonen grote vaardigheid, hoge specialisatie, deskundig inzicht en het creatieve vermogen van hun makers. Chaos Pogo Merkmascotte wordt verwacht een hooggewaardeerde, bewonderde en gekoesterde creatie te zijn die praktisch en innovatief is. Dit ontwerp dat de A' Design Award in IJzer heeft gewonnen, integreert de beste praktijken uit de sector en heeft bekwame technische kenmerken die verbonden zijn met knowhow en talent. Chaos Pogo Merkmascotte wordt gerespecteerd om zijn grondigheid en is ontworpen om verbeteringen van de levenskwaliteit te bieden die helpen de wereld een betere plek te maken.

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