Dollar King is a fictional dollar store that goes beyond the ordinary. Its environment is clean and high-tech; each product is easily found due to its excellent organization system, with standardized labels and wide aisles.
The objective of this project was the development of a wordmark related to its principles and minimalist look. In addition, the wordmark concept was extended to brand building, including advertising, virtual content, staff uniform, and merchandise.
During the creative process, elements related to organization and identification emerged, such as price tags, arrows, barcodes, negative/white space, etc. Another approach was focused on the low price of products, such as the number one or financial symbols.
After collecting feedback from professors and peers, I decided to proceed with the barcode theme for the logo and use the other concepts to build the brand identity.
Modern, minimalist, futuristic, hygienic; These are directions that came from the moodboard and became guides for the other elements of the brand.
The products sold in dollar stores are very variable and have low financial value assigned. It's usually one of those things we only remember when it needs to be used right away. It led to the creation of posters and billboards to remind customers of their needs before they get home, increasing the chance of them visiting the store.
In addition, one of its biggest differentiators from the competition is the use of technology throughout the store. Therefore, digital advertising was the logical approach to take to reach the desired audience. A social media campaign and eye-catching logo reveal were created to address this point.
Dollar King is a place for great deals. Literally, many products would fit on a single dollar. Buy a lot with little money: who doesn't want that?
Clean and technological, this short video set the tone for Dollar King stores. A physical experience as easy as an online purchase: that's the expectation.
Everything is easy to identify in Dollar King. Everything. To find a staff member to help you, just look for a person with a large tag on their shirt.
