Googa古加-客家品牌吉祥物IP设计-地域文化&传统文化IP Hakka brand mascot IP

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客家简介：客家始于百越时期，因躲避战乱中原汉族大举南迁，陆续迁入南方各省，经过千年演化，成为汉民族中一支遍布全球且人文特异的重要民系族群。是唯一一个不以地域命名的民系，全球客家人总数过亿；

项目背景：广东省梅州市总人口500万,其中客家人占97%,是全世界客家人最大的聚居地,享有“世界客都”之称。品牌方一直扎根梅州本土文化的研究与开发，意识到目前客家尚未有独特且有影响力的IP，并立志打造属于客家的文化IP，以此找到赤犬制造所REDOG负责本项目的IP形象及系统开发；

我们为品牌设置了两个IP角色，Googa古加 &Budy巴迪；整体品牌风格热闹奔放且复古味道浓厚，大字体张扬且重复堆积的信息展示，让人迅速知道品牌传述的文化内容，符合当下互联网快速传达的要求；此风格颇有城市牛皮癣的意思，原因也是为了打造一种粗旷有效的传播方式；毕竟现在有太多传统文化的文创设计过于“清新”且高度“雷同”，此风格的设计不仅高效，且会形成风格壁垒，在同类文创品牌中能脱颖而出。

Introduction of Hakka: Hakka started in the Baiyue period. Due to the evasion of the war, the Central Han people moved southwards and moved to the southern provinces. After thousands of years of evolution, they have become an important and ethnically important ethnic group in the Han nationality. It is the only folk line that is not named after a region, and the total number of Hakkas in the world exceeds 100 million;

Project background: The total population of MeiZhou City, Guang dong Province is 5 million, of which 97% are Hakkas. It is the largest Hakka settlement in the world and enjoys the title of "World Hakka". The brand has always rooted in the research and development of MeiZhou's local culture, realizing that Hakka has not yet had a unique and influential IP, and determined to create a cultural IP belonging to Hakka, in order to find the IP image and the image of REDOG in charge of this project. System Development;

We set up two IP roles for the brand, Googa & Buddy; the overall brand style is lively and vigorous and has a strong retro flavor, large fonts and repeated and stacked information displays, let people quickly know the cultural content of the brand's narration, in line with the current Internet Quickly communicate the requirements; this style has the meaning of urban psoriasis, and the reason is to create a rough and effective way of communication; after all, there are too many traditional cultural and creative designs that are too "fresh" and highly "similar". This style The design is not only efficient, but also forms a style barrier, and can stand out among similar cultural and creative brands.

项目时间：

2019年10月

Project Time:

October , 2019