Flowering Street Identitas Notae Caritatis by Mingjun Jiang

Flowering Street Identitas Notae Caritatis by Mingjun Jiang is a highly esteemed winner of the very prestigious 2021 Praemium A' Design Award Aeneum in Graphica Competition Category.

AesGraphica· 2021

Flowering Street Identitas Notae Caritatis

by Mingjun Jiang

Client: Monka Design

Praemium A' Design Award Aeneum Winner in Graphica Category

11,557

Verified Award Winner

Verify Award Status for #121372

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Flowering Street Identitas Notae Caritatis

Flowering Street est identitas notae caritatis ad homines sine domo Londinii sustinendos creata. Haec nota venditoribus sine domo facultatem praebet ut flores pretiis mercatus communibus vendentes reditum sibi comparent, non donis pendentes. Forma logotypi ex signis viarum Londinensium inspirata est, quod ad vocabulum "amici viae" refertur, quo homines sub caelo dormientes inter se appellantur. Quisque flosculorum fasciculus veteribus ephemeridibus collectis involvitur, fune cannabino naturali colligatur, et charta gratiarum actionis additur. Materiae naturales et recyclabiles impensas involucrorum minuunt, ita ut plures venditores sustineri possint.

The Recognition

About the Praemium A' Design Award Aeneum

Flowering Street Identitas Notae Caritatis victor est Praemii A' Design Award Aeneum, honoris multum aestimati formis egregiis, creandi ingenio, sollertia et acumine insignibus dati. Victores Aenei opera perita et mire creandi sunt, quae experientiam, imaginationem et solertiam auctorum suorum confirmant. Exspectatur Flowering Street Identitas Notae Caritatis rem multum aestimatam, admiratam et carissimam, notabiliter professionalem et novam fore. Haec forma Aeneo victa optimas consuetudines artis, scientiae, formandi rationis et technologiae amplectitur et in cura minutiarum excellit. Flowering Street Identitas Notae Caritatis necessitates egregie explet, cupiditates tangit, sensus capit et curiositatem allicit.

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