Xudong Zhang and Hao Tan 的作品 Chaos Pogo 品牌吉祥物

设计师 Xudong Zhang and Hao Tan 的作品 Chaos Pogo 品牌吉祥物荣获了极具声望的 2023 A' Design Award 铁奖，竞赛类别为广告、营销与传播设计。

铁广告· 2023

Chaos Pogo 品牌吉祥物

设计师： Xudong Zhang and Hao Tan

客户: Chaos Pogo

广告类别A' Design Award 铁奖获奖者

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关于 Chaos Pogo 品牌吉祥物

Wow是为主打年轻客群的开放式酒吧品牌Chaos Pogo打造的品牌吉祥物。该形象以蜜獾为原型,这种动物被视为热忱、青春与无畏的象征。扁平的头部搭配白色毛发、锋利的爪子和辨识度极高的尾巴,让角色形象一眼即可辨认。坚定的眼神与玫红色瞳孔为其增添了几分神秘感。大胆张扬的外形呼应了品牌的文化与个性。从吉祥物中提炼出的符号元素同样运用于品牌周边产品之上,进一步强化了顾客与品牌之间的情感联结。

荣誉认可

关于A' Design Award 铁奖

Chaos Pogo 品牌吉祥物是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Chaos Pogo 品牌吉祥物将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Chaos Pogo 品牌吉祥物因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。

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由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
标签: Pub IP, Brand Image, Mascot, WOW, Youth
生产技术: 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.
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: 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
操作流程: 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.
团队成员: Xudong Zhang and Hao Tan