Client: NINETEEN80
Creative Agency: Black Mongrels
Year: 2018
Nostalgia is a powerful emotion. It is the warm, fuzzy feeling that makes us think about fond memories from our past. True to its brand name, NINETEEN80 takes on the classic nostalgic approach - bringing back moments we love, creating an immersive experience of a space back in the ‘80s - focusing primarily on the 30’s demographic.
The design concept is inspired by the neon lights and vintage game consoles of the ‘80s and coupled with Miami Vice influences, the identity retains the essence of nostalgia in its treatment of logo typeface and the iconic design trend of that era - Memphis design movement. Informed by the basic geometric-shaped treatment of the Memphis design, the incorporation of the triangle not only unifies ‘NINETEEN’ and ‘80’ as a whole, but also amplifies the characteristic of the ‘80s aesthetics in a modern manner.
This identity is then expanded the brand platform to various touch points and communications to truly deliver the NINETEEN80 experience.
This project won BRONZE under DESIGN GONG category for Branding & Identity Design at The Gong CCA Awards 2019.
To build excitement and anticipation before the launch, various teasers on social media were produced. Pacman was recreated with a local twist, featuring iconic places around Singapore and an image that spreaded across the 3x3 grid on Instagram was revealed. Leading up to the launch, more posts were revealed systematically to create buzz.
Invitations in the form of diskettes were also sent out to the media and stakeholders to incite nostalgia of the 80s retro vibe that perfectly encapsulated the NINETEEN80 brand.
In order to create a consistent brand impression both offline and online, the website is designed in an unconventional game-like navigation that engages users to explore the web pages.
