Chaos Pogo Mosebeletsi oa Boitsebiso oa Khoebo by Xudong Zhang and Hao Tan

Chaos Pogo Mosebeletsi oa Boitsebiso oa Khoebo by Xudong Zhang and Hao Tan is a highly esteemed winner of the very prestigious 2023 Moputso oa Tšepe oa A' Design Award in Moralo wa Papatso, Kgwebo le Puisano Competition Category.

TšepePapatso· 2023

Chaos Pogo Mosebeletsi oa Boitsebiso oa Khoebo

by Xudong Zhang and Hao Tan

Client: Chaos Pogo

Moputso oa Tšepe oa A' Design Award Winner in Papatso Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Chaos Pogo Mosebeletsi oa Boitsebiso oa Khoebo

Wow ke mosebeletsi oa boitsebiso oa khoebo o entsoeng bakeng sa Chaos Pogo, e leng khoebo ea pab e bulehileng e shebaneng le bacha. Mosebeletsi enoa o thehiloe ho phoofolo ea honey badger, phoofolo e tsejoang e le letšoao la chesehelo, bocha le sebete. Hlooho e bataletseng e nang le moriri o mosoeu, manala a bohale le mohatla o khethehileng li etsa hore sebōpeho sena se bonahale habonolo. Mahlo a tiileng a nang le liphupuhloane tse khubelu tsa rosa a eketsa boemo ba sephiri. Ponahalo e sebete e bonts'a moetlo le semelo sa khoebo. Matšoao a tsoang ho mosebeletsi enoa a boela a sebelisoa lihlahisoa tsa khoebo, ho matlafatsa kamano lipakeng tsa bareki le khoebo.

The Recognition

About the Moputso oa Tšepe oa A' Design Award

Chaos Pogo Mosebeletsi oa Boitsebiso oa Khoebo ke mohapi oa Moputso oa Tšepe oa A' Design Award, kananelo e hlomphehang e fuoang meralo e metle e finyellang litlhoko tsa porofeshenale le tsa indasteri tse lebelletsoeng ho lintho tse hlahisitsoeng tse entsoeng hantle. Bahapi ba Tšepe ba bontša bokhoni bo boholo, bokhethehi bo phahameng, kutloisiso ea litsebi le bokhoni ba boqapi ba baqapi ba bona. Chaos Pogo Mosebeletsi oa Boitsebiso oa Khoebo e lebelletsoe ho ba ntho e hlahisitsoeng e hlomphuoang haholo, e ratoang le e ratehang, e sebetsang le e nang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Tšepe oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa ea indasteri mme o na le litšobotsi tsa theknoloji tse nang le bokhoni tse amanang le tsebo le talenta. Ka lebaka la botlalo ba eona, Chaos Pogo Mosebeletsi oa Boitsebiso oa Khoebo e tšoanelehela tlhompho mme e entsoe ho fana ka ntlafatso ea bophelo e thusang ho etsa hore lefatše le be sebaka se molemo.

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