Iron Advertising, Marketing and Communication Design · 2023
Chaos Pogo Ip Image Design
- A' Design Award 2023 Iron Winner in Advertising, Marketing and Communication Design
- Awarded April 15, 2023
- CLIENT: Chaos Pogo
- Estimated Number of Design Views: 16,213
- Verification code 2546F780A8 · Verify this award
About Chaos Pogo Ip Image Design
Wow is a brand mascot created for Chaos Pogo, an open pub brand focused on young people. The mascot is based on the honey badger, an animal seen as a symbol of ardor, youth and bravery. A flat head with white hair, sharp claws and a distinct tail make the character easy to recognize. Firm eyes with rose red pupils add a sense of mystery. The bold appearance reflects the brand culture and character. Symbols drawn from the mascot are also applied to brand products, strengthening the bond between customers and the brand.
Press Kit
- 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.
- 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.
- 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.