The feminine side of men – Book + DVD

Development from concept to design of “Il femminile nell’uomo – Volume 1” (translated: The feminine side of men – Volume 1), a project created to promote the feminine side of men. Tasks included: coming up with the creative concept and bringing the idea to life by branding, naming, creating a visual identity, designing packaging, covers, layout and binding the booklet, creating print-ready files.
 
Each man, like each woman is made of masculine and feminine, rationality and instinct, strength and spirituality, power and sensitivity, as some kind of yin and yang. But why do men use so little their feminine side? Is it because they are embarrassed by it, or they may have forgotten about it?

Feminine does not mean female. We are not talking about sexuality here, we are talking about using all aspects of our being: right brain and left brain, muscles and creativity, sense of power, but also sweetness, tenderness, and feelings.To break the invisible barrier between feminine and masculine side, “Il femminile nell’uomo – Volume 1” features a clear and realistic vision of men and their feminine side, to build up a visual imagery of communication, openness and dialogue, from ancient times to Web 2.0 era.
 
The original project was first released in 2010, during one course of my Master’s Degree in Communication Design from Polytechnic University of Milan. The first version was nice to see, but not persuasive enough in terms of visually showing the content of the project. Due to the interesting and unusual theme of the project, in 2013 I decided to completing a radical redesign of “Il femminile nell’uomo – Volume 1”, in order to give it a proper visual identity.
 
Some material:
 

 
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.
 

 
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