NOPOP simultaneously operated across skate park, beverage stall, retail merchandise, and event production. The core structural risk was identity fragmentation: multiple physical formats, multiple functions, but no single symbolic or narrative system capable of unifying all touchpoints under one collective identity.

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Without a shared symbolic logic, the brand risked becoming a set of disconnected skate-related businesses rather than a coherent cultural system.

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The project was reframed from a multi-format skate brand into a symbol-driven community system. Rather than defining the brand by space types (park, shop, tea stall), NOPOP was repositioned as a collective identity built around a shared totem—the crow—representing freedom, movement, street autonomy, and group recognition.