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On 20, Giu 2013 | In | By LutaValentina

The feminine side of men – Creative concept for a book

Creation from concept to final product of Il femminile nell’uomo – Volume 1 (The feminine side of man – Volume 1), a university project focusing on the feminine side of man – this included establishing a visual identity, designing packaging, covers, layout, and booklet binding.
 
Revolving around questions of gendered identity and the idea that each man, like each woman, is made of a composite of gendered traits, Il femminile nell’uomo – Volume 1 seeks to reflect the fluidity across this entrenched barrier through openness, dialogue, and communicative visual imagery spanning from antiquity to the Web 2.0 era.

The design features a combination of contrasts, created through black and white print on semi-transparent paper, revealing hand painted textured paper used to bind the entire packaging. This visual solution, capturing the fluidity across masculine and feminine traits is repeated on both the booklet’s cover and the accompanying DVD. The booklet also features a further handcrafted element in its binding employing a traditional Japanese technique.
 
The project was first conceived in 2010 during an MA course in Communication Design at Polytechnic University of Milan – it was followed-up with a complete redesign in 2013.
 
15 Femminile Uomo - luta valentina morciano - graphic design - diseno grafico - packaging
 
The new design features a combination of contrasts, created through black and white print on semi-transparent paper, revealing the hand painted textured paper used to cover the entire box of “Il femminile nell’uomo – Volume 1”. This solution captures the poetic contrast between masculine and feminine side of men.
 
1 Femminile Uomo - luta valentina morciano - graphic design - diseno grafico - packaging
 
The same visual communication strategy repeats itself on both on the cover of the booklet and on the DVD. The booklet features another handmade element: the page binding was done with a traditional Japanese technique.
 
Personal project.
 
Designed by: Luta Valentina Morciano
 
Based on an original concept by:
Luta Valentina Morciano
Eleonora Dani
Zhang Fan
 
Country: Italy
  
Concept year: 2010
 
Redesign year: 2013

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