Flowering Street Фирменный стиль благотворительного бренда by Mingjun Jiang is a highly esteemed winner of the very prestigious 2021 Бронзовая премия A' Design Award in Дизайн графики, иллюстрации и визуальных коммуникаций Competition Category.
БронзоваяГрафика· 2021
Flowering Street Фирменный стиль благотворительного бренда
Client: Monka Design
Бронзовая премия A' Design Award Winner in Графика Category
Verified Award Winner
Verify Award Status for #121372The Design
About Flowering Street Фирменный стиль благотворительного бренда
Flowering Street — фирменный стиль благотворительного бренда, созданный для поддержки бездомных в Лондоне. Бренд даёт бездомным продавцам возможность зарабатывать, продавая цветы по обычным рыночным ценам, а не полагаться на пожертвования. Форма логотипа вдохновлена лондонскими уличными указателями и отсылает к выражению «уличные друзья», распространённому среди тех, кто ночует под открытым небом. Каждый букет заворачивается в собранные старые газеты, перевязывается натуральной пеньковой верёвкой и дополняется благодарственной открыткой. Перерабатываемые натуральные материалы снижают затраты на упаковку, благодаря чему поддержку может получить больше продавцов.
The Recognition
About the Бронзовая премия A' Design Award
Flowering Street Фирменный стиль благотворительного бренда — лауреат Бронзовой премии A' Design Award, весьма престижного признания, присуждаемого выдающимся проектам, отличающимся творческим подходом, изобретательностью и сообразительностью. Обладатели Бронзовой премии — это в полной мере искусные и поразительно творческие произведения, свидетельствующие об огромном опыте, воображении и находчивости их авторов. Ожидается, что Flowering Street Фирменный стиль благотворительного бренда станет высокоценимым, вызывающим восхищение и дорогим сердцу объектом, заметно профессиональным и инновационным. Этот проект, получивший Бронзовую премию A' Design Award, воплощает лучшие практики в искусстве, науке, дизайне и технологиях и превосходен вниманием к деталям. Flowering Street Фирменный стиль благотворительного бренда прекрасно удовлетворяет потребности, затрагивает желания, очаровывает чувства и пробуждает любопытство.
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
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