Flowering Street Kev Paub Txog Lub Npe Choj Pab Neeg los ntawm Mingjun Jiang

Qhov qauv tsim Flowering Street Kev Paub Txog Lub Npe Choj Pab Neeg los ntawm Mingjun Jiang yog tus yeej muaj nqis heev ntawm qhov khoom plig 2021 A' Design Award Tooj hauv Pawg Sib Tw Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom.

ToojDuab Kos· 2021

Flowering Street Kev Paub Txog Lub Npe Choj Pab Neeg

los ntawm Mingjun Jiang

Tus Neeg Siv: Monka Design

Tus Yeej A' Design Award Tooj hauv Pawg Duab Kos

11,557

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #121372

Mus Saib Lub Vev Xaib Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog Flowering Street Kev Paub Txog Lub Npe Choj Pab Neeg

Flowering Street yog ib qho lub npe choj pab neeg (charity brand identity) tsim los pab cov neeg tsis muaj tsev nyob nyob hauv London. Lub npe choj no cia cov neeg muag paj uas tsis muaj tsev nyob tau nyiaj los ntawm kev muag paj raws li tus nqi tas nrho hauv kev muag khoom, tsis yog cia siab rau kev pab dawb xwb. Tus duab qauv (logo) yog muab kev tsim los ntawm cov cim kev hauv London, ua ib qho piv txwv rau lo lus "street friends" uas cov neeg pw sab nraum zoov siv rau lawv cov phooj ywg. Txhua pluas paj yog muab tuab nrog cov ntawv xov xwm qub uas sau tau, khi nrog txoj hlua hemp ntawm keeb kwm, thiab muab ib daim npav ua tsaug. Cov khoom siv rov qab tau (recyclable) ntawm keeb kwm ua rau tus nqi ntim khoom qis, yog li ntawd, muaj coob leej neeg muag paj tau txais kev pab ntxiv.

Qhov Lees Paub

Txog A' Design Award Tooj

Flowering Street Kev Paub Txog Lub Npe Choj Pab Neeg yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Flowering Street Kev Paub Txog Lub Npe Choj Pab Neeg xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Flowering Street Kev Paub Txog Lub Npe Choj Pab Neeg ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: 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.
Qhov Loj & Ntim: 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.
Cov Ntsiab Lus: charity, homeless, London, branding, visual, identity, flower
Thev Naus Laus Zis Tsim Khoom: Flowers sold by the homeless.
Kev Sib Tw Tsim Qauv: 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?
Kev Tshawb Fawb: 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.
Kev Txhawb Siab: 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.
Lub Sij Hawm Ua Hauj Lwm: 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.
Txheej Txheem Ua Hauj Lwm: 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.
Cov Patent: none
Cov Tswv Cuab Pab: Mingjun Jiang
Kev Qhuas Duab: Main Image is Image#Photographer: Yi Du, Flowering Street,2019 , Optional Imang is Imange#4Photographer: Mingjun Jiang, Flowering Street,2019