Flowering Street Kaupapa Tuatahi: Tuakiri Waitohu Aroha by Mingjun Jiang

Flowering Street Kaupapa Tuatahi: Tuakiri Waitohu Aroha by Mingjun Jiang is a highly esteemed winner of the very prestigious 2021 A' Design Award Parahi in Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata Competition Category.

ParahiWhakairoiro· 2021

Flowering Street Kaupapa Tuatahi: Tuakiri Waitohu Aroha

by Mingjun Jiang

Client: Monka Design

A' Design Award Parahi Winner in Whakairoiro Category

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Verified Award Winner

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

Colors

The Design

About Flowering Street Kaupapa Tuatahi: Tuakiri Waitohu Aroha

Kupu Pukapuka: Ko Flowering Street he tuakiri waitohu aroha i hangaia hei tautoko i nga tangata kore-whare i Raanana. Ma te waitohu nei ka taea e nga kaihoko kore-whare te whiwhi moni ma te hoko putiputi i nga utu maakete noa, kaua ma te whakawhirinaki ki nga koha. Ko te ahua o te waitohu i whakaarohia mai i nga tohu tiriti o Raanana, he tohutoro ki te kupu "hoa tiriti" e whakamahia ana i waenga i nga tangata e moe ana i waho. Ko tetahi puke putiputi, puke putiputi, ka takaia ki nga niupepa tawhito kua kohikohia, ka herea ki te taura hemi taiao, ka hoatu hoki tetahi kaari mihi. Ma nga rauemi taiao hangai-ano ka taea ai te whakaiti i nga utu takotoranga, na reira ka taea te tautoko i te maha ake o nga kaihoko.

The Recognition

About the A' Design Award Parahi

Ko Flowering Street Kaupapa Tuatahi: Tuakiri Waitohu Aroha te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Flowering Street Kaupapa Tuatahi: Tuakiri Waitohu Aroha he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Flowering Street Kaupapa Tuatahi: Tuakiri Waitohu Aroha i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

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