Convenience food as pixelated video game power-ups for Beijing store GOGO
GOGO is a fast food and convenience brand created by the Beijing Subway. Launched in July 2021, it offers quick and easy meal options through mobile orders followed by in-store pickup, right in between stops of a workday.The design is inspired by the mundane daily commute of Beijingers, using graphics resembling pick-up items, or "buffs", for players in video games, replenishing commuters in their daily rush of the hyper city life.
Using an 8x8 pixel grid, we visualized a series of icons that represented the brand's offerings.
![](https://meat.studio/media/pages/work/gogo/e262469946-1692357585/meat-studio-gogo-3-2x.webp)
![](https://meat.studio/media/pages/work/gogo/e262469946-1692357585/meat-studio-gogo-3-1280x.webp)
![](https://meat.studio/media/pages/work/gogo/485b83a54a-1692357620/meat-studio-gogo-4-2x.webp)
![](https://meat.studio/media/pages/work/gogo/485b83a54a-1692357620/meat-studio-gogo-4-1280x.webp)
The word-mark incorporates a “cut corner”, playfully highlighting the limitations of pixelation. It enables us make a lot of body type, making the type look special and fun.
![](https://meat.studio/media/pages/work/gogo/72a2eec6f2-1692357593/meat-studio-gogo-6-2x.webp)
![](https://meat.studio/media/pages/work/gogo/72a2eec6f2-1692357593/meat-studio-gogo-6-1280x.webp)
From LOGO to icons, typography treatment to typography system, we employed the pixel language throughout all elements of GOGO’s branding, communicating youth, energy and playfulness.
![](https://meat.studio/media/pages/work/gogo/265d7c85f3-1692357600/meat-studio-gogo-8-2x.webp)
![](https://meat.studio/media/pages/work/gogo/265d7c85f3-1692357600/meat-studio-gogo-8-1280x.webp)
![](https://meat.studio/media/pages/work/gogo/1218868f43-1692357606/meat-studio-gogo-9-2x.webp)
![](https://meat.studio/media/pages/work/gogo/1218868f43-1692357606/meat-studio-gogo-9-1280x.webp)
![](https://meat.studio/media/pages/work/gogo/5e1142f611-1692357624/meat-studio-gogo-14-2x.webp)
![](https://meat.studio/media/pages/work/gogo/5e1142f611-1692357624/meat-studio-gogo-14-1280x.webp)
![](https://meat.studio/media/pages/work/slowboat/231ffce1ce-1692357691/meat-studio-slowboat-1-2x.webp)
![SLOWBOAT](https://meat.studio/media/pages/work/slowboat/231ffce1ce-1692357691/meat-studio-slowboat-1-1280x.webp)