Flowering Street Ọrụ Bụ Isi: Njirimara Ika Ọrụ Ebere by Mingjun Jiang

Flowering Street Ọrụ Bụ Isi: Njirimara Ika Ọrụ Ebere by Mingjun Jiang is a highly esteemed winner of the very prestigious 2021 Ihe Nrite A' Design Award nke Bronz in Nhazi Eserese, Ịse Ihe na Nkwurịta Anya Competition Category.

BronzEserese· 2021

Flowering Street Ọrụ Bụ Isi: Njirimara Ika Ọrụ Ebere

by Mingjun Jiang

Client: Monka Design

Ihe Nrite A' Design Award nke Bronz Winner in Eserese Category

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The Design

About Flowering Street Ọrụ Bụ Isi: Njirimara Ika Ọrụ Ebere

Edemede Akwụkwọ: Flowering Street bụ njirimara ika ọrụ ebere e mepụtara iji kwado ndị na-enweghị ebe obibi na London. Ika ahụ na-enye ndị na-ere ahịa bụ́ ndị na-enweghị ụlọ ohere iji nweta ego site n'ire okooko osisi n'ọnụahịa ahịa nkịtị, kama ịdabere naanị n'onyinye. Ụdịdị akara ngosi ahụ (logo) sitere n'ihe ịtụnanya nke akara okporo ámá dị na London, nke na-ezo aka n'okwu ahụ "enyi okporo ámá" bụ́ nke ndị na-ehi ụra n'èzí na-eji akpọ ibe ha. A na-eji akwụkwọ akụkọ ochie a chịkọtara kechie otu ukwu okooko ọ bụla, jiri eriri ojii sitere n'osisi hemp kechie ya, tinyekwara ya kaadị "daalụ". Ojiji ihe ndị sitere n'okike a na-emeghachi eme na-eme ka ọnụ ahịa ngwugwu dị ala, si otú a mee ka a nwee ike ịkwado ndị na-ere ahịa ndị ọzọ.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Flowering Street Ọrụ Bụ Isi: Njirimara Ika Ọrụ Ebere meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Flowering Street Ọrụ Bụ Isi: Njirimara Ika Ọrụ Ebere ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Flowering Street Ọrụ Bụ Isi: Njirimara Ika Ọrụ Ebere na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

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