The Book That Grew Priročnik za pašo by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 Srebrna nagrada A' Design Award in Idejno in konceptualno oblikovanje Competition Category.
SrebrnaIdeja· 2021
The Book That Grew Priročnik za pašo
Client: Rothco, part of Accenture Interactive
Srebrna nagrada A' Design Award Winner in Ideja Category
- 85,353
- Verified Award Winner
- Verify Award Status for #122997
The Design
About The Book That Grew Priročnik za pašo
Knjiga, ki je zrasla, je priročnik za pašo, ustvarjen za kmete na Irskem. Knjiga predstavlja 10 lekcij in 10 praktičnih nasvetov, ki pomagajo izboljšati trajnostnost na kmetijah. Vsako stran, vsako besedo in vsak diagram so oblikovale prave travne korenine med svojo rastjo. Korenine so v nekaj tednih usmerjali s kombinacijo vrtnarjenja in skrbne obrti, tako da je tiskarski proces dokončala narava. Zapleteni kmetijski procesi so razloženi s pomočjo nabora simbolov, izdelanih po meri, zložljiva stran pa bralcu omogoča preverjanje razlage simbolov med branjem. Zaprta knjiga meri 29,7 krat 42 centimetrov.
The Recognition
About the Srebrna nagrada A' Design Award
The Book That Grew Priročnik za pašo je prejemnik Srebrne nagrade A' Design Award, izjemno prestižnega priznanja, ki se podeljuje čudovitim, impresivnim vrhunskim oblikovanjem. Prejemniki Srebrne nagrade so izjemno briljantna in zelo ustvarjalna dela, ki ponazarjajo izjemno strokovnost, talent in bistrost svojih oblikovalcev. Od The Book That Grew Priročnik za pašo se pričakuje, da bo čudovito, zgledno delo, opazno profesionalno in globoko inovativno. To oblikovanje, nagrajeno s Srebrno nagrado A' Design Award, je zelo opazen, občudovan izum, ki koristi in premika meje umetnosti, znanosti, oblikovanja in tehnologije. The Book That Grew Priročnik za pašo je stvaritev, ki ji mnogi zavidajo, ki prebuja želje, prinaša pozitivna čustva in vzbuja začudenje in občudovanje.
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
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
