Chaos Pogo Chiratidzo cheBhurangi by Xudong Zhang and Hao Tan

Chaos Pogo Chiratidzo cheBhurangi by Xudong Zhang and Hao Tan is a highly esteemed winner of the very prestigious 2023 Mubairo weSimbi we A' Design Award in Kushambadzira, Kutengesera neKutaurirana Competition Category.

SimbiKushambadzira· 2023

Chaos Pogo Chiratidzo cheBhurangi

by Xudong Zhang and Hao Tan

Client: Chaos Pogo

Mubairo weSimbi we A' Design Award Winner in Kushambadzira Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Chaos Pogo Chiratidzo cheBhurangi

Wow ichiratidzo chebhurangi chakagadzirirwa Chaos Pogo, bhurangi rebhawa rakavhurika rinotarisa vechidiki. Chiratidzo ichi chakavakirwa pamhuka inonzi honey badger, mhuka inoonekwa seratidziro yekushingaira, uduku uye ushingi. Musoro wakatsvedzereka une bvudzi jena, nzara dzakapinza uye muswe unosiyana zvinoita kuti mucherechedzo uyu ave nyore kuzivikanwa. Maziso akasimba ane tsvimbo dzitsvuku dzeruzhi anowedzera pfungwa dzekushamisika. Chimiro chinoratidza ushingi chinoratidza tsika nehunhu hwebhurangi. Zviratidzo zvakatorwa pachiratidzo chebhurangi zvinoshandiswawo pazvigadzirwa zvebhurangi, zvichisimbisa hukama huri pakati pevatengi nebhurangi racho.

The Recognition

About the Mubairo weSimbi we A' Design Award

Mubairo weSimbi we A' Design Award wakahwinwa ne Chaos Pogo Chiratidzo cheBhurangi, rukudzo runokudzwa runopiwa kumadhizaini akanaka anozadzisa zvinodiwa zvehunyanzvi neyeindasitiri zvinotarisirwa kuzvigadzirwa zvakagadzirwa zvakanaka. Vakunda veSimbi vanoratidza unyanzvi hukuru, hunyanzvi hwakakwirira, kunzwisisa kwevakachenjera uye kugona kwekugadzira kwevagadziri vavo. Chaos Pogo Chiratidzo cheBhurangi inotarisirwa kuva chigadzirwa chinokudzwa zvakanyanya, chinoremekedzwa uye chinodiwa, chinoshanda uye chine zvitsva. Dhizaini iyi yakahwina Mubairo weSimbi we A' Design Award inosanganisa maitiro akanakisa eindasitiri uye ine hunhu hwetekinoroji hwakakwana hwakabatana neruzivo nehunyanzvi. Nekushanda kwayo zvakanaka, Chaos Pogo Chiratidzo cheBhurangi inoremekedzwa uye yakagadzirirwa kupa kuvandudzwa kwehupenyu kunobatsira kuita kuti nyika ive nzvimbo iri nani.

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