Mingjun Jiang 的作品 Flowering Street 慈善品牌形象设计

设计师 Mingjun Jiang 的作品 Flowering Street 慈善品牌形象设计荣获了极具声望的 2021 A' Design Award 铜奖，竞赛类别为平面、插画与视觉传达设计。

铜平面· 2021

Flowering Street 慈善品牌形象设计

设计师： Mingjun Jiang

客户: Monka Design

平面类别A' Design Award 铜奖获奖者

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关于 Flowering Street 慈善品牌形象设计

Flowering Street（花开街）是一个为帮助伦敦无家可归者而创建的慈善品牌形象。该品牌让无家可归的销售者以普通市场价格出售鲜花来赚取收入，而不必依赖捐赠。标志造型的灵感源自伦敦的街道路牌，呼应露宿者之间常用的"街头朋友"这一称呼。每一束鲜花都以回收的旧报纸包裹，用天然麻绳系扎，并附上一张感谢卡。可回收的天然材料使包装成本保持在较低水平，从而能够支持更多的销售者。

荣誉认可

关于A' Design Award 铜奖

Flowering Street 慈善品牌形象设计是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Flowering Street 慈善品牌形象设计将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Flowering Street 慈善品牌形象设计出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: 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.
标签: charity, homeless, London, branding, visual, identity, flower
生产技术: Flowers sold by the homeless.
设计挑战: 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?
研究: 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.
灵感: 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.
项目周期: 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.
操作流程: 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.
专利: none
团队成员: Mingjun Jiang
图片版权: Main Image is Image#Photographer: Yi Du, Flowering Street,2019 , Optional Imang is Imange#4Photographer: Mingjun Jiang, Flowering Street,2019