Price Chopper

Price Chopper

These letters are stuck to the side of the building like giant fridge magnets. They’re chunky and clunky and their shameless inelegance is a big part of their appeal.

There’s more than a hint of something violent in the name “Price Chopper,” so it’s perfectly fitting that there’s nothing dainty or subdued about this sign. The blaring orange backdrop seems to say we’re relentless and unafraid to go to extremes.

If you’re chroma-sensitive you might feel intimidated, but my advice is to view this sign as a visual dare. Take it on with both eyes wide open and see what happens.

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