NYC Deal 99 Cent Store Mosebetsi wa Motheo: Boitsebiso ba Fane by Chi Hao Chang

NYC Deal 99 Cent Store Mosebetsi wa Motheo: Boitsebiso ba Fane by Chi Hao Chang is a highly esteemed winner of the very prestigious 2020 Moputso oa Boronse oa A' Design Award in Moralo wa Dikerafikhe, Ditshwantsho le Puisano ka Pono Competition Category.

BoronseKerafikhe· 2020

NYC Deal 99 Cent Store Mosebetsi wa Motheo: Boitsebiso ba Fane

by Chi Hao Chang

Client: School of Visual Arts

Moputso oa Boronse oa A' Design Award Winner in Kerafikhe Category

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Colors

The Design

About NYC Deal 99 Cent Store Mosebetsi wa Motheo: Boitsebiso ba Fane

Mongolo wa Buka: NYC Deal ke boitsebiso ba fane bo entsoeng bakeng sa lebenkele la disente 99 tsa New York City. Boitsebiso bona bo tsepamisitsoe ho lebele le le matla la theko le behiloeng ka sekhutlo, le hopolisang ho tsamaea ha malebele a fanyehetsoeng ao bareki ba a fihlelang le ho a tsitsisa pele ba a bala. Lebele le sekamileng le etsa hore theko e le 'ngoe ea disente 99 e be molaetsa o hlakileng ka ho fetisisa oa fane. Likarolo tse tšehetsang li bua ka lihlahisoa tse rekisoang lebenkeleng leo. Thepa e hatisitsoeng e sebelisa mokhoa oa ho hatisa ka laser ea dijithale, ha mekotla ea ho jara thepa, dihempe le thepa e 'ngoe ea lesela e sebelisa mokhoa oa ho hatisa ka skrini bakeng sa enke e tiileng.

The Recognition

About the Moputso oa Boronse oa A' Design Award

NYC Deal 99 Cent Store Mosebetsi wa Motheo: Boitsebiso ba Fane ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. NYC Deal 99 Cent Store Mosebetsi wa Motheo: Boitsebiso ba Fane e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. NYC Deal 99 Cent Store Mosebetsi wa Motheo: Boitsebiso ba Fane e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

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.