Communication

Live shopping platform Chakaday

Extra Form

Country	Korea
Year	2022
Award	WINNER
Client	KNN
Affiliation	BREEZE PARTNERS
Designer	Hwayeol Mun
English	Chakaday is a public store ran by KNN, a local private broadcasting station that covers the Busan & Gyeongsangnam-do region in Korea. Chakaday’s main motive is to become a KEY that can open the door of a win-win medium through the operation of a live shopping platform, where both the manufacturers and consumers can sell/purchase different products with confidence. It also contains the meaning that it wants to become a KEY that can open the door leading to the hearts of local consumers. Also, the design has been created by using the consonants so the consumers can easily remember the name of the brand during the brand recognition process.
Native	“차카데이”는 지역경제활성화를 위해 부산·경남 지역의 민영방송국인 KNN에서 운영하는 공익스토어로써 라이브쇼핑 플랫폼을 통해 생산자와 소비자를 보다 쉽게 연결해주는 쇼핑 플랫폼입니다. “차카데이” 네이밍은 부산 지역 사투리로 “착하다”를 의미하며, 지역 농축수산인, 중소상공인 등 생산자(판매자)에게는 판매량과 매출 증대를 통해 힘이 되어 주고, 소비자에게는 질 좋은 상품을 안심하고 구매할 수 있게 도와주는 착한라이브쇼핑을 지향합니다. 차카데이는 생산자와 소비자의 상생스토어로써 라이브쇼핑 플랫폼이라는 상생 매개체의 문을 여는 KEY를 모티브로 합니다. 이는 소비자 마음을 여는 열쇠라는 중의적 의미도 담고 있습니다. 이와 함께 브랜드 인지과정에서 네이밍이 잘 연상될 수 있도록 자음을 접목하는 방향으로 접근하였으며, 온·오프라인 적용 매체에 따라 플렉시블한 운용이 가능한 형태로 심볼을 도출하였습니다.
Website	www.breezepartners.co.kr
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