Saberes Populare

Creative Agency: Amí Comunicação & Design
Creative Director: Ronei Sampaio
Designer: Lucas Magalhães, Pabline Felix
Account Manager: Débora Amaral
Project Type: Produced, Commercial Work
Client: Auê! Estudos em agricultura urbana UFMG
Location: Belo Horizonte, Brasil
Packaging Contents: Books
Packaging Substrate / Materials: Paper, string
Printing Process: Serigraphy, flexography

There are a lot of differences between farm and cities. But some practices we love about the countryside can exist in small places like apartments, tiny yards or roofs. “Saberes Populares” is a book that discuss urban agriculture in a collaborative way. The three publications present vernacular knowledge collected and built in interaction among farmers, researchers, students and artists. The main objective is to show that is possible to create a harmonic relation with nature even in urban space and inspire people to look for a healthier life. The first publication is about agroecological management and animal husbandry; the second one introduces natural food’s recipes; and the third is about medicinal plants.

What’s Unique?
The main challenge of this project was to create a memorable and useful structure using simple material and process: the cover was produced on one color serigraphy and the interior was made on one color Pantone for each publication. The textures of the materials and illustrative language were intended to provide a farm sensation that is recognized by simplicity.

Thinking about the two differences uses previewed to this material – educative purposes (in small groups) and individual apropriation – the pages can be individually removed from the big structure to play games or cooking time. Besides, the cover was designed to be part of the three publications and it is connected to them by a cotton white string that dialogues with the serigraphy on cardboard. Finally, the dimensions (15cm x 20,5cm) allow an easy transportation and storage.