Ifeza Igitekerezo · 2021
The Book That Grew Primary Function: Igitabo Kiyobora mu Kuragira
- Igihembo cya A' Design Award cya Ifeza 2021 in Igitekerezo
- 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: Igitabo Kiyobora mu Kuragira
Igitabo Cyakuze ni igitabo kiyobora mu kuragira cyakorewe abahinzi-borozi mu Irilande. Iki gitabo gitanga amasomo 10 n'inama 10 z'ingirakamaro zifasha mu kongera irambye ku mirima. Buri paji, buri jambo na buri gishushanyo byashizweho n'imizi y'ubwatsi nyayo mu gihe yakuraga. Iyi mizi yayoborwaga mu byumweru byinshi bikoreshejwe uburyo buhuza uburimyi n'ubuhanga bwitondewe, ku buryo inzira yo gucapa yarangijwe n'ibidukikije. Inzira zigoye z'uburimyi zisobanurwa hifashishijwe ibimenyetso byihariye, kandi paji ipfunyika ituma umusomyi areba ikimenyetso mu gihe asoma. Iyo gifunze, iki gitabo gifite santimetero 29.7 kuri 42.
About the Igihembo cya A' Design Award cya Ifeza
The Book That Grew Primary Function: Igitabo Kiyobora mu Kuragira ni uwegukanye Igihembo cya A' Design Award cya Ifeza, ishimwe ridasanzwe ry'agaciro gakomeye ritangwa ku bishushanyo byo ku rwego rwo hejuru, byiza kandi bikora ku mutima. Abegukanye Ifeza ni ibihangano by'ubuhanga bukomeye kandi bifite guhanga kwinshi, bigaragaza ubuhanga bwimbitse, impano n'ubushishozi bw'ababihanze. The Book That Grew Primary Function: Igitabo Kiyobora mu Kuragira biteganyijwe ko izaba igihangano cy'icyitegererezo, gifite ubunyamwuga bukomeye n'udushya twimbitse. Iki gishushanyo cyegukanye Ifeza ni igihangano kizwi kandi gishimwa, gifasha kugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. The Book That Grew Primary Function: Igitabo Kiyobora mu Kuragira ni igihangano benshi bifuza, gikangura ibyifuzo, gitanga amarangamutima meza kandi gitera igitangaza.
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
