Flowering Street Identitat de Marca Solidària by Mingjun Jiang

Flowering Street Identitat de Marca Solidària by Mingjun Jiang is a highly esteemed winner of the very prestigious 2021 A' Design Award de Bronze in Disseny Gràfic, Il·lustració i Comunicació Visual Competition Category.

BronzeGràfic· 2021

Flowering Street Identitat de Marca Solidària

by Mingjun Jiang

Client: Monka Design

A' Design Award de Bronze Winner in Gràfic Category

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Colors

The Design

About Flowering Street Identitat de Marca Solidària

Flowering Street és una identitat de marca solidària creada per donar suport a les persones sense llar de Londres. La marca permet que els venedors sense llar guanyin uns ingressos venent flors a preus de mercat habituals, en lloc de dependre de donacions. La forma del logotip s'inspira en els senyals de carrer de Londres, en referència al terme "amics del carrer" utilitzat entre les persones que dormen a l'aire lliure. Cada ram de flors s'embolica amb diaris vells recollits, es lliga amb corda natural de cànem i s'acompanya d'una targeta d'agraïment. Els materials naturals reciclables mantenen baixos els costos d'embalatge, de manera que es pot donar suport a més venedors.

The Recognition

About the A' Design Award de Bronze

Flowering Street Identitat de Marca Solidària és un guanyador del guardó A' Design Award de Bronze, un reconeixement altament prestigiós concedit a dissenys sobresortints que es distingeixen per la creativitat, l'enginy i l'astúcia. Els guanyadors de Bronze són artefactes ampliament hàbils i sorprenentment creatius que autentiquen la vasta experiència, la imaginació i el recurs dels seus dissenyadors. Es preveu que Flowering Street Identitat de Marca Solidària sigui un objecte molt apreciat, admirat i estimat, notablement professional i innovador. Aquest disseny guanyador del guardó A' Design Award de Bronze incorpora les millors pràctiques de l'art, la ciència, el disseny i la tecnologia i és excel·lent per la seva atenció al detall. Flowering Street Identitat de Marca Solidària satisfà esplèndidament les necessitats, toca els desitjos, encisa els sentiments i crida la curiositat.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Flowering Street is aim at encouraging the homeless to believe in themselves and do a real job to cover their daily life, rather than depending on the donation till death. The shape of the logo was inspired by street signs in London, and a more interesting reason is that, homeless people would call each other street friends because they mostly sleep on the street. The street sign can be in good harmony with the situation of street, thus a proper choice to be the brand logo.
Dimensions & Packaging: In the design of the flower wrapping, For reducing unnecessary fancy decorations on the packaging, using old newspapers (such as those collected at subway stations) and natural hemp ropes as tools. And to make it a warm brand, every bunch of flower sold by the homeless will be attached with a Thank You card, showing the gratitude and encouragement from the shops and the homeless, saying thank you for supporting the homeless. All of the above are made from recyclable natural materials, which can help to save money on packaging to support more homeless people.
Tags: charity, homeless, London, branding, visual, identity, flower
Production Technology: Flowers sold by the homeless.
Design Challenge: 1. How to make the project sustainable?
2. The Editorial Department of The Big Issue worried about the business license if this project gets applied, which reminds me to figure out the rules of selling on the street to make sure that everything is legal.
3. The visual effects that draw social attention are usually strong visual effects and bold fonts, but floral brands are usually slender and elegant. How to make this visual system suitable for the above two situations?
Research: This project combines various research methods, including face-to-face interviews, participated in various volunteer activities, field trips with homeless, literature reading and other methods, to help to understand the current situation of the British homeless, reveal the underneath causes of this social phenomenon.

Summary: Through communication with different groups of people, problems such as business licenses, human management, preservation of fresh flowers, and finances, were found and taken into consideration in the proposal of this welfare brand.
Inspiration: According to the statistics of the Guardians in 2018, more than 3,000 people were found sleeping rough in London between July and September 2018. Related researches and social opinions also show the vital importance of highlighting this issue and finding a creative way to contribute to it. I was shocked and decided to try to create a brand with my brand knowledge and professional design skills, to draw the attention from different groups of the whole society and support the homeless.
Project Duration: The project started in January 2019 in London and finished in July 2019. It took about 7 months from design research, brand positioning to visual design.The target people is homeless in the UK. The original area of this welfare business in within London, and maybe next step is to expand the brand into other cities all over UK, and then make it a global brand.
Operation Flow: Flower is an ideal charity product that can both draw the attention from the passengers and easy to get participate for the homeless. It also has a reasonable price which should be in consistent with the general market status, so that the homeless will get a part of the profits as their income.
Patents: none
Team Members: Mingjun Jiang
Image Credits: Main Image is Image#Photographer: Yi Du, Flowering Street,2019 , Optional Imang is Imange#4Photographer: Mingjun Jiang, Flowering Street,2019