Flowering Street 자선 브랜드 아이덴티티 by Mingjun Jiang

Flowering Street 자선 브랜드 아이덴티티 by Mingjun Jiang is a highly esteemed winner of the very prestigious 2021 A' Design Award 동상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

동그래픽· 2021

Flowering Street 자선 브랜드 아이덴티티

by Mingjun Jiang

Client: Monka Design

A' Design Award 동상 Winner in 그래픽 Category

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Colors

The Design

About Flowering Street 자선 브랜드 아이덴티티

Flowering Street는 런던의 노숙인을 지원하기 위해 만들어진 자선 브랜드 아이덴티티입니다. 이 브랜드는 노숙인 판매자들이 기부에 의존하는 대신 일반 시장 가격으로 꽃을 판매하여 소득을 얻을 수 있도록 합니다. 로고의 형태는 런던의 거리 표지판에서 영감을 받았으며, 이는 노숙 생활을 하는 이들 사이에서 사용되는 '거리의 친구들(street friends)'이라는 표현을 참조한 것입니다. 각 꽃다발은 수거한 신문지로 포장하고 천연 삼끈으로 묶은 뒤 감사 카드를 함께 제공합니다. 재활용 가능한 천연 소재를 사용해 포장 비용을 낮춤으로써 더 많은 판매자를 지원할 수 있습니다.

The Recognition

About the A' Design Award 동상

Flowering Street 자선 브랜드 아이덴티티, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Flowering Street 자선 브랜드 아이덴티티, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Flowering Street 자선 브랜드 아이덴티티, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

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