Revolutionizing Interpersonal Communication: Coincidence Supermarket

Ming Chun Hsiao's Innovative Approach to Offline Dating

Online dating has become an integral part of modern life. With the hidden-identity feature of the internet, individuals can assume various roles, creating a distinction between the virtual and real world. The Coincidence Supermarket, however, seeks to bridge this gap by offering an engaging dating space where individuals can shop for their needs while potentially making new friends.

The design of the Coincidence Supermarket is unique. It employs commodity packaging to present its concept, using the images and display of packaging to facilitate interaction between people. The layout of the shelves is also designed in a way to enhance meeting opportunities. The supermarket primarily uses white to highlight the concept of goods, with each shelf designed as a triangular prism where products can be placed on each side. Gaps at the corners of the shelves allow people to see others around them or make eye contact.

The Coincidence Supermarket is targeted towards a specific audience: young people aged 16-34, singles, online dating platform users, and individuals interested in making friends and finding life partners. The brand's spirit is reflected in its products, activities, advertising, and other external information releases.

The project was initiated in September 2015 and completed in December 2016 in London, as part of the MA Graphic Branding & Identity at the London College of Communication. The objectives of the project were to critically analyze the status of the online dating industry, identify user characteristics of online dating, and develop a graphic brand that creates new opportunities for meeting friends in real life and improving people’s ability to engage in face-to-face communication.

The Coincidence Supermarket design has been recognized for its innovation and creativity. In 2017, it was awarded the Silver A' Graphics, Illustration and Visual Communication Design Award, a prestigious accolade given to designs that demonstrate outstanding expertise, innovation, and artistic skill. The copyrights for the design belong to Ming Chun Hsiao.