CHAOS POGO

CHAOS POGO is a youth-focused brand of open pubs dedicated to providing a free and safe social space for customers. Taking WOW as its IP image, the designer combined market conditions and insights into the pub and target consumers, choosing honey badger as the prototype to highlight the brand culture and character that has nothing to do with order.
Honey badger is a kind of animal living in Africa. Although its size is smaller than other carnivores, it is brave by nature and will rush to fight any animal without fear. With it as the prototype, WOW on the one hand shows the bravery, which can be used as the pub order maintainer to deter villains; At the same time, it also provides customers with unrestricted and self-pursuing emotional value, which conforms to the psychological demands of contemporary young people, and can help the brand build rich emotional identity.
In WOW's appearance, the designers captured the most distinctive features of the honey badger -- flat white hair, sharp teeth, claws and tail, and helped customers quickly identify and establish an emotional connection with the unruly shape. Its anthropomorphic eyes are sharp and serious, combined with purple pupils, giving people a sense of mystery and majesty, further deepening customers' impression of its image and brand.
In addition, the symbols created by WOW image characteristics can also be grafted into the design of brand derivatives, playing a role of connecting customers, promoting the interaction between customers and the brand culture.