Flowering Street Wohltätegkeets-Markenidentitéit by Mingjun Jiang

Flowering Street Wohltätegkeets-Markenidentitéit by Mingjun Jiang is a highly esteemed winner of the very prestigious 2021 A' Design Award an Bronze in Grafik, Illustratioun a Visuell Kommunikatiounsdesign Competition Category.

BronzeGrafik· 2021

Flowering Street Wohltätegkeets-Markenidentitéit

by Mingjun Jiang

Client: Monka Design

A' Design Award an Bronze Winner in Grafik Category

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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 Wohltätegkeets-Markenidentitéit

Flowering Street ass eng Wohltätegkeets-Markenidentitéit, déi entwéckelt gouf fir Obdachlos zu London z'ënnerstëtzen. D'Marque erlaabt et obdachloseng Verkeefer en Akommes ze verdéngen andeems se Blummen zu normalen Maartpräisser verkafen, amplaz vun Donen ofhängeg ze sinn. D'Form vum Logo ass vu Stroossenschëlder zu London inspiréiert, eng Referenz op den Begrëff "street friends", deen ënner Leit benotzt gëtt, déi baussen schlofen. All Blummestrauss ass a gesammelte al Zeitungen agepak, mat naturellem Hanfséil gebonnen an mat enger Merci-Kaart iwwerreecht. Recycelbar natierlech Materialien halen d'Verpackungskäschte niddreg, sou datt méi Verkeefer ënnerstëtzt kënne ginn.

The Recognition

About the A' Design Award an Bronze

Flowering Street Wohltätegkeets-Markenidentitéit ass e Gewënner vum A' Design Award an Bronze, enger héich prestigiéiser Unerkennung, déi un erausragend Designe vergi gëtt, déi sech duerch Kreativitéit, Erfindungsgab a Schlauheet ausgezeechnen. Bronze-Gewënner si voll Fäegkeet a opfälleg kreativ Wierker, déi déi grouss Erfahrung, d'Fantasie an d'Ressourceréichtum vun hire Designer bestätegen. Et gëtt erwaart, datt Flowering Street Wohltätegkeets-Markenidentitéit e héich geschätzt, bewonnert a beléifte Géigestand ass, bemierkenswäert professionell an innovativ. Dëst mam Bronze ausgezeechent Design integréiert déi beschte Praktike vun der Konscht, der Wëssenschaft, vum Design an der Technologie an zeechent sech duerch Opmierksamkeet fir Detailer aus. Flowering Street Wohltätegkeets-Markenidentitéit erfëllt Bedierfnesser exzellent, beréiert Wënsch, bezauberet Gefiller an erweckt Neigierecht.

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