GOGO
Meat Studio• Date added
• Date added
GOGO, a fast-food and convenience store brand created by the Beijing Subway, was launched in July 2021 to provide quick and convenient meal options. Through mobile orders and strategically positioned in-store pickups between train stops during a workday, GOGO aims to cater to the fast-paced lifestyle of commuters.
Toronto and Beijing-based branding and graphic design studio Meat Studio developed the brand identity and packaging design. Inspired by the daily commute experiences of Beijingers, the graphics resemble pick-up items, or "buffs," from video games. They offer a playful respite to commuters immersed in the hustle of hyper-city life.
Client
Beijing Subway
TIAGO
Year
2022
Creative Director
Ronald Tau
Project Manager
Rebecca Shao
Typefaces in Use
Utilising an 8x8 pixel grid, Meat Studio represented GOGO's food offerings as video game-themed buffs, offering a playful nod with high-fives to everyone navigating their daily commute. The pixelated icons, with their unrealistically chunky charm, evoke a sense of nostalgia and humour.
Meat Studio's design extends to the GOGO wordmark, where "cut corners" at the joints of both Latin and Chinese type introduce a distinctive element. The pixelated iconography and typographic approach convey gogo's streamlined online ordering and in-store pickup options. Drawing inspiration from the 8-bit era of gaming, the colour scheme maximises saturation, embracing the digital aesthetic while maintaining a warm and friendly feel.
Meat Studio
Meat Studio is an international design studio based between Toronto and Beijing, with a focus on creating meaningful visual identities that bridge cultures and people.
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