Chaos Pogo: A Pub Brand Redefining Social Spaces

Revolutionizing the Pub Experience with WOW, an IP Image Inspired by the Honey Badger

Chaos Pogo, an open pub brand catering to young people, has set out to redefine the concept of socializing by providing customers with a free and safe space. In their quest to create a unique and engaging brand, designers Xudong Zhang and Hao Tan have taken inspiration from the fearless and captivating honey badger, resulting in the creation of WOW, an IP image that perfectly embodies the brand's culture and character.

Representing the spirit of Chaos Pogo, the specially designed IP inspired by the popular and adorable honey badger caters to aesthetic values and captures the hearts of consumers. The honey badger, known for its ferocity, agility, intelligence, and boldness, disrupts the order of the grasslands and symbolizes ardor, youth, and bravery - qualities that align perfectly with the brand's ethos.

Focusing on the honey badger's prominent features, such as its flat head with white hair, sharp claws, and tail, the designers have created an image that immediately captures attention and forges an emotional bond with customers. The sharp and firm eyes, with their rose-red pupils, exude a sense of mystery and prestige, further deepening the impression of the brand's image.

WOW's interaction with customers is multifaceted. On one hand, the undaunted courage displayed by WOW acts as a deterrent to maintain pub order and emboldens customers to pursue self-fulfillment, meeting the psychological demands of young people. Additionally, the symbols built on WOW's image features can be used in the design of brand derivatives, playing an essential role in connecting customers and enhancing the interaction between customers and the brand culture.

The Chaos Pogo project was conceived and developed in Beijing, China, in July 2022, and was listed in mainland China in February 2023. The design team's research focused on the current era of pan-entertainment and the growing importance of IP branding. By merging trend IP, fashion space, and new forms of socialization, Chaos Pogo has created a new type of pub that appeals to young people, offering them a real and authentic social circle.

This innovative design faced its fair share of challenges. The design team had to incorporate buzzwords centered around young people, such as being young and revolting, free and easy, and off the beaten track. They also had to consider the future business model and the development prospects of the pub industry. By overcoming these challenges, Chaos Pogo has successfully created a pub experience that entices young people to put down their phones and engage in meaningful social interactions.

Chaos Pogo's WOW design has been recognized for its excellence and innovation. It was awarded the Iron A' Design Award in the Advertising, Marketing, and Communication Design category in 2023. This prestigious award is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. The WOW design is respected for integrating industry best practices and competent technical characteristics, providing fulfillment and positive feelings, and contributing to a better world.

Chaos Pogo's commitment to redefining the pub experience through the captivating WOW IP image demonstrates the brand's dedication to creating unique and engaging spaces for young people to socialize and connect.

Project Details and Credits

Project Designers: Xudong Zhang, Hao Tan
Image Credits: Xudong Zhang, Hao Tan
Project Team Members: Xudong Zhang and Hao Tan
Project Name: Chaos Pogo
Project Client: Xudong Zhang, Hao Tan

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