NYC Deal 99 Cent Store Hana Nui: Kuanaʻike Waiwai by Chi Hao Chang

NYC Deal 99 Cent Store Hana Nui: Kuanaʻike Waiwai by Chi Hao Chang is a highly esteemed winner of the very prestigious 2020 A' Design Award Keleawe in Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke Competition Category.

KeleaweKiʻi· 2020

NYC Deal 99 Cent Store Hana Nui: Kuanaʻike Waiwai

by Chi Hao Chang

Client: School of Visual Arts

A' Design Award Keleawe Winner in Kiʻi Category

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Colors

The Design

About NYC Deal 99 Cent Store Hana Nui: Kuanaʻike Waiwai

Kikokikona Puke: ʻO NYC Deal kahi kuanaʻike waiwai i hana ʻia no kahi hale kūʻai 99 keneka ma New York City. Hoʻokumu ʻia ka kuanaʻike ma luna o kahi lepili kumukūʻai wiwoʻole i hoʻonoho ʻia ma ke kihi, e hoʻomanaʻo ana i ka neʻe lewalewa ʻana o nā lepili a nā mea kūʻai e lālau ai a hoʻokūpaʻa ai ma mua o ka heluhelu ʻana. ʻO ka lepili i hoʻohina ʻia ke hoʻolilo i ke kumukūʻai hoʻokahi o 99 keneka i ka leka akāka loa o ka waiwai. Kōkua nā mea like ʻole i ka hōʻike ʻana i nā huahana e kūʻai ʻia ana ma loko o ka hale kūʻai. Hoʻohana nā mea paʻi i ka paʻi laila kikohoʻe, akā naʻe, hoʻohana nā ʻeke lawe, nā pālule, a me nā mea lole ʻē aʻe i ka paʻi kiʻi (screen printing) no nā wai paʻi mau loa.

The Recognition

About the A' Design Award Keleawe

Ua lanakila ka hoʻolālā NYC Deal 99 Cent Store Hana Nui: Kuanaʻike Waiwai i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā NYC Deal 99 Cent Store Hana Nui: Kuanaʻike Waiwai he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā NYC Deal 99 Cent Store Hana Nui: Kuanaʻike Waiwai i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

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.