Silver Idé · 2021
The Book That Grew Primärfunktion: Betesguidebok
- A' Design Award i Silver 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 Primärfunktion: Betesguidebok
Boken som växte är en betesguide skapad för lantbrukare i Irland. Boken presenterar 10 lektioner och 10 praktiska råd som hjälper till att förbättra hållbarheten på gårdar. Varje sida, varje ord och varje diagram formades av verkliga gräsrötter medan de växte. Rötterna styrdes under flera veckor genom en kombination av trädgårdsskötsel och noggrant hantverk, så tryckprocessen fullbordades av naturen. Komplexa jordbruksprocesser förklaras genom en uppsättning skräddarsydda symboler, och en utvikbar sida låter läsaren kontrollera symbolnyckeln under läsningen. Stängd mäter boken 29,7 gånger 42 centimeter.
About the A' Design Award i Silver
The Book That Grew Primärfunktion: Betesguidebok är vinnare av A' Design Award i Silver, ett utomordentligt prestigefyllt erkännande som tilldelas förstklassiga, hänförande och imponerande designverk i toppskiktet. Silvervinnare är oerhört briljanta och utomordentligt kreativa verk som illustrerar sina formgivares enastående expertis, talang och skarpsinne. The Book That Grew Primärfunktion: Betesguidebok förväntas vara ett underbart paradexempel som är anmärkningsvärt professionellt och djupt innovativt. Detta vinnande verk i A' Design Award i Silver är en mycket uppmärksammad, beundrad uppfinning som gagnar och flyttar fram gränserna för konst, vetenskap, design och teknik. The Book That Grew Primärfunktion: Betesguidebok är en skapelse som avundas starkt, som väcker längtan, förmedlar positiva känslor och väcker förundran och häpnad.
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
