• Date added
27 December 2023
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.
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.