은 아이디어 · 2021
The Book That Grew 방목 가이드북
- A' Design Award 은상 2021 in 아이디어
- CLIENT: Rothco, part of Accenture Interactive
- Estimated Number of Design Views: 85,353
- Verification code 028CFCB401 · Verify this award
Colors
About The Book That Grew 방목 가이드북
『자라난 책(The Book That Grew)』은 아일랜드의 농업인을 위해 제작된 방목 가이드북이다. 이 책은 농장의 지속가능성을 높이는 데 도움이 되는 10가지 교훈과 10가지 실용적인 조언을 담고 있다. 모든 페이지와 모든 단어, 모든 도표는 실제로 자라난 잔디 뿌리로 형성되었다. 뿌리는 원예 기법과 세심한 수공예를 결합해 수 주에 걸쳐 유도되었으며, 그 결과 인쇄 과정은 자연이 완성한 셈이다. 복잡한 영농 과정은 전용으로 개발한 심볼 체계를 통해 설명되며, 접이식 페이지를 통해 독자가 읽는 도중에도 심볼 범례를 확인할 수 있다. 책을 닫았을 때의 크기는 29.7 × 42센티미터이다.
About the A' Design Award 은상
The Book That Grew 방목 가이드북, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. The Book That Grew 방목 가이드북, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. The Book That Grew 방목 가이드북, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.
Press Kit
- 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.
- Image Credits
- Photographer: Diana Scherer
Filmmaker: Jake Viramontez
