NYC Deal 99 Cent Store Fungsi Utama: Identitas Merek by Chi Hao Chang

NYC Deal 99 Cent Store Fungsi Utama: Identitas Merek by Chi Hao Chang is a highly esteemed winner of the very prestigious 2020 A' Design Award Tambaga in Desain Grafis, Ilustrasi, na Komunikasi Visual Competition Category.

TambagaGrafis· 2020

NYC Deal 99 Cent Store Fungsi Utama: Identitas Merek

by Chi Hao Chang

Client: School of Visual Arts

A' Design Award Tambaga Winner in Grafis Category

9,585

Verified Award Winner

Verify Award Status for #90132

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About NYC Deal 99 Cent Store Fungsi Utama: Identitas Merek

Teks Buku: NYC Deal iyanaritu identitas merek iya ripancajiwi untu' séddi toko 99 cent ri New York City. Identitas éié mappusa'na ri labbe' bandera' harga iya ritaro sicengkelé, mappaéngngerangngi gerakan tag iya maggantung iya narapii sibawa napatettong pelanggang ri wettu naéngkalinga mémeng méloi bacai. Labbe' bandera' harga iya sicengkelé é mébbui séddiwi harga 99 cent iyanaritu pasang mabbiasa é sitongenna polé ri merek éié. Unsur-unsur laingngé mappasitujuiwi produk-produk iya rijualé ri laleng toko. Bahang-bahang iya ripacetaki'é pake teknologi cetak laser digital, na tote bag, kaos, sibawa bahang-bahang kaeng laingngé pake teknik cetak saring (screen printing) untu' tinta iya mattahang.

The Recognition

About the A' Design Award Tambaga

NYC Deal 99 Cent Store Fungsi Utama: Identitas Merek iyanaritu pakoro A' Design Award Tambaga, pakalebbi iya malompo tongeng iya ripabbere ri desain luar biasa iya riissengngi nasaba kreativitas, kecerdikan sibawa ketajaman. Pakoro Tambaga iyanaritu artefak iya terampil sibawa mappabbura kreatif iya mappabbentuk pengalaman iya maega, imajinasi sibawa kecerdikan tau mabbuat. NYC Deal 99 Cent Store Fungsi Utama: Identitas Merek ripakkirangngi mancaji objek iya ripakalebbi, ripuji sibawa rirennu, profesional sibawa inovatif. Desain pakoro A' Design Award Tambaga iyae mappasilaong praktik tepat ri seni, sains, desain sibawa teknologi sibawa makessing nasaba perhatiannna ri detail. NYC Deal 99 Cent Store Fungsi Utama: Identitas Merek mappabbura kebutuhan makessing, mappakkela keinginan, mappabbentuk perasaan sibawa mappabbura rasa penasaran.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: NYC Deal is a local 99 cents store in New York City. To rebrand this store, it is important to let people grasp the most distinctive attraction of the store, that everything is only priced at 99 cents. With this design, no one can ignore the bold and striking price tag. Moreover, the designer carefully captured the inviting dangling movement to the drive to stimulate potential customers to grab a hold of the moving price tag themselves.
Dimensions & Packaging: The identity system will be used on various sizes, materials, platforms, which will not have a specific dimension.
Tags: Branding, Graphic Design, Identity, Logo, Poster
Production Technology: For the packages and stationaries of the brand, digital laser printing will be used on various related productions. For the tote bags, shirts, and any other products that will be printed on fabrics will use screen printing to make the inks durable.
Design Challenge: The challenge was to design a clear but powerful logo for the brand. The logo should be able to grab ahold of eyeballs of pedestrians and inform them about the main attraction of the store. This was the problem he sought out to solve at the first place. In the process of designing, the designer also struggled to grapple with the existing design at hand and avoided being limited by it. Hence, he spent a lot of effort into balancing his own creative process while maintaining the original identity. The logo should, of course, be different, but people should also still be able to identify the brand from past experience.
Research: The type of research was conducted based on marketing and branding. The objective of the design is to make the brand more recognizable from other similar shops. Through competitor analysis, user research, and brand positioning strategy, the designer recognized that this kind of value shops make profits by selling bulks of products, instead of specialized sophisticated single items. Hence, it is critical for the brand to capture the attention of customers through branding. As a result, the logo was created to invite customers in with its dangling movement and simple statement, 99 cents.
Inspiration: The angle of the symbol was inspired by the dangling price tag. When customers try to see the price of an item, they usually need to reach for the dancing price tag and pause it for the read. The design captured this movement as the main feature of the logo, encapsulating the shopping experience in one graphic. As for supporting elements, some features of the products in the shops are included.
Project Duration: The project started in November 2018 at the School of Visual Arts in New York City and was finished in April 2019.
Operation Flow: The inspiration of the designer mostly comes from his careful observation of the surrounding environment in New York City. The designer has noticed how 99 cent stores can truly come handy when the budget is tight. As a result, he sought to improve the logo so people can understand its main feature more intuitively. First, he created the mood board by using the photos from the street to start sketching. After about fifty different trials, he finally decided on this distinctive and simple logo to grab attention from customers.