Sølv Idé · 2021
The Book That Grew Primary Function: Beitehåndbok
- A' Design Award i Sølv 2021 in Idé
- 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 Primary Function: Beitehåndbok
Book Text: The Book That Grew er en beitehåndbok laget for bønder i Irland. Boken presenterer 10 leksjoner og 10 praktiske råd som bidrar til å forbedre bærekraften på gårder. Hver side, hvert ord og hvert diagram ble formet av ekte gressrøtter etter hvert som de vokste. Røttene ble ledet over flere uker gjennom en kombinasjon av hagearbeid og nøysomt håndverk, slik at trykkeprosessen ble fullført av naturen. Komplekse landbruksprosesser forklares gjennom et sett med spesiallagde symboler, og en utbrettbar side lar leseren sjekke symbolforklaringen mens de leser. Lukket måler boken 29,7 ganger 42 centimeter.
About the A' Design Award i Sølv
The Book That Grew Primary Function: Beitehåndbok er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. The Book That Grew Primary Function: Beitehåndbok forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. The Book That Grew Primary Function: Beitehåndbok er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.
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
