NYC Deal 99 Cent Store Identitas Merek by Chi Hao Chang

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

PerungguGrafis· 2020

NYC Deal 99 Cent Store Identitas Merek

by Chi Hao Chang

Client: School of Visual Arts

A' Design Award Perunggu Winner in Grafis Category

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Verified Award Winner

Verify Award Status for #90132

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Colors

The Design

About NYC Deal 99 Cent Store Identitas Merek

NYC Deal minangka identitas merek sing digawe kanggo toko 99 sen ing New York City. Identitas iki fokus ing label rega sing kandel lan dipasang miring, ngelingake gerakan gantung label sing dijupuk pelanggan lan didemekake supaya mantep sadurunge diwaca. Label sing miring iki ndadekake rega tunggal 99 sen minangka pesen paling cetha saka merek kasebut. Unsur-unsur pendukung nyritakake babagan produk sing didol ing toko kasebut. Materi cetak nggunakake teknologi cetak laser digital, dene tas jinjing, kaos, lan barang-barang kain liyane nggunakake teknik cetak saring (screen printing) supaya tinta luwih awet.

The Recognition

About the A' Design Award Perunggu

NYC Deal 99 Cent Store Identitas Merek menang A' Design Award Perunggu, pangenalan sing prestisius banget sing diparingake marang desain sing luar biasa sing dicirikake dening kreativitas, kapinteran lan kaweruh sing landhep. Pemenang Perunggu iku artefak sing trampil banget lan kreatif banget sing mbuktekake pengalaman sing jembar, imajinasi lan kapinteran para desainer. NYC Deal 99 Cent Store Identitas Merek dikarepake dadi barang sing dihargai banget, dikagumi lan ditresnani, profesional lan inovatif banget. Desain sing menang A' Design Award Perunggu iki ngemot praktik sing paling apik ing seni, sains, desain lan teknologi, lan apik banget ing perhatiane marang rincian. NYC Deal 99 Cent Store Identitas Merek nyukupi kabutuhan kanthi apik, nutul kekarepan, ngaya rasa lan narik rasa pengin weruh.

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.