NYC Deal 99 Cent Store Kev Txheeb Cim Lag Luam by Chi Hao Chang

NYC Deal 99 Cent Store Kev Txheeb Cim Lag Luam by Chi Hao Chang is a highly esteemed winner of the very prestigious 2020 A' Design Award Tooj in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

ToojDuab Kos· 2020

NYC Deal 99 Cent Store Kev Txheeb Cim Lag Luam

by Chi Hao Chang

Client: School of Visual Arts

A' Design Award Tooj Winner in Duab Kos Category

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Colors

The Design

About NYC Deal 99 Cent Store Kev Txheeb Cim Lag Luam

NYC Deal yog ib qho kev txheeb cim lag luam tsim tawm rau ib lub khw muag khoom 99 xees nyob hauv New York City. Qhov kev txheeb cim no tsom mus rau ib daim ntawv qhia nqi loj uas ntxig nkhaus, ua kom nco txog kev ua zog ntawm cov daim ntawv qhia nqi uas cov neeg yuav khoom cev tes mus tuav thiab ua kom ruaj kom lawv thiaj li nyeem tau. Daim ntawv qhia nqi uas ntxig nkhaus ua rau tus nqi 99 xees tib leeg los ua yam lus qhia meej tshaj plaws ntawm lub cim lag luam no. Cov ntsiab lus pab txhawb qhia txog cov khoom muag hauv lub khw. Cov ntaub ntawv luam siv txoj kev luam ntawv laser hluav taws xob, tab sis cov hnab nqa khoom, tsho, thiab lwm yam khoom ntaub siv txoj kev luam ntawv screen kom tau cov xim uas nyob ruaj khov ntev.

The Recognition

About the A' Design Award Tooj

NYC Deal 99 Cent Store Kev Txheeb Cim Lag Luam yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. NYC Deal 99 Cent Store Kev Txheeb Cim Lag Luam xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. NYC Deal 99 Cent Store Kev Txheeb Cim Lag Luam ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

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.