The Book That Grew Guide de pâturage by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 A' Design Award d'Argent in Design d'Idée Competition Category.
ArgentIdée· 2021
The Book That Grew Guide de pâturage
Client: Rothco, part of Accenture Interactive
A' Design Award d'Argent Winner in Idée Category
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- Verified Award Winner
- Verify Award Status for #122997
The Design
About The Book That Grew Guide de pâturage
The Book That Grew (« Le livre qui a poussé ») est un guide de pâturage conçu pour les agriculteurs irlandais. L'ouvrage présente 10 leçons et 10 conseils pratiques destinés à améliorer la durabilité des exploitations. Chaque page, chaque mot et chaque schéma ont été formés par de véritables racines d'herbe au fil de leur croissance. Ces racines ont été guidées pendant plusieurs semaines grâce à une combinaison de jardinage et d'un savoir-faire minutieux, si bien que le processus d'impression a été achevé par la nature elle-même. Des procédés agricoles complexes sont expliqués au moyen d'un ensemble de symboles sur mesure, et une page dépliante permet au lecteur de consulter la légende des symboles tout au long de sa lecture. Fermé, le livre mesure 29,7 sur 42 centimètres.
The Recognition
About the A' Design Award d'Argent
The Book That Grew Guide de pâturage est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. The Book That Grew Guide de pâturage est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. The Book That Grew Guide de pâturage est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- A book with 10 tangible lessons and 10 pieces of practical advice designed to help maximise sustainability. A book grown entirely from the very grass that Irish farmers nurture - with each page, each word, and each diagram shaped by real grass roots as they grew.
- Dimensions & Packaging
- Book closed: A3 - 29.7 x 42cm Book open: A2 - 59.4 x 42cm
- Tags
- book, design, Ireland, grass, farming, bank, idea
- Production Technology
- We used grass to grow a book. This is a genuine world first - with each page, each word, and each diagram shaped by real grass roots as they grew. Manipulated by a unique fusion of gardening and meticulous craft, the 'printing process' was fulfilled by nature itself - shaping the grass roots into legible symbols over a growth period of several weeks.
- Design Challenge
- This is a book that has completely come from grass itself. Designing for a root-based 'printing process' presented many challenges unique to this project. Every element from words to symbols to borders had to be inter-connected by channels for the roots to navigate. Complex farming processes were compressed into a bite-sized visual language of bespoke symbols, with the design of each individual glyph informed by the action or process it represented. A unique fold-out page allowed the reader quickly reference the symbol key while reading.
- Research
- The first step was to analyse the latest government reports and agricultural studies to identify the key areas of inefficiency in farming. Using the latest research and data on sustainability we isolated the 10 most effective methods of reducing emissions relevant to our target audience of Irish farmers. The application of each step was assigned a specific percentage of carbon savings, giving clear targets for farmers to reach, and a clear result that would translate into profitability through reaching these targets.
- Inspiration
- The roots of Ireland's economy are in agriculture, but if farming is to survive, it must become more sustainable. AIB, Ireland's largest bank for farmers, in partnership with Teagasc - the Irish Agriculture and Food Development Authority - wanted to enable farmers to maximize sustainability, by changing how they see our greatest resource: grass.
- Project Duration
- From October 2018 to May 2019, in Dublin and Amsterdam.
- Operation Flow
- Not only does this book lay out a practical plan of action, it symbolises the power of our natural resources. When grass is managed correctly, it can work wonders.
- Team Members
- Agency: Rothco, part of Accenture Interactive
Client: AIB
Executive Creative Director: Alan Kelly
Creative Director: Ray Swan
Art Director: Fabiano Dalmácio
Copywriter: Rob Maguire
Design Director: Shane O'Riordan
Designer: Diogo Dias
Business Director: Jimi McGrath
Account Director: Alan McQuaid
Project Manager: Irene Sharkey
Executive Producer: Alan Byrnes
Artist: Diana Scherer
Book Designer: Jamie Murphy
Publisher: The Salvage Press - Image Credits
- Photographer: Diana Scherer
Filmmaker: Jake Viramontez
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