Desenvolvimento de identidade visual para valorização cultural da Casa de Farinha Comunitária de Pariconha - AL

Abstract

Cassava is one of the most popular items in Brazilian food. Cassava flour, one of the main products derived from this root, in addition to its economic importance, also has great relevance in the social context. The flour houses, spaces designated for the production of this food, are surrounded by a cultural context of family and community tradition, as well as inserted in a broader scenario in the social imaginary itself. In small communities there is a growing and strong devaluation of flour, both by producers and consumers. Manual work for the production of artisanal flour is arduous and with low financial return currently. In addition, the product is not considered “clean” by many consumers due to the way the flour is sold in bulk, being exposed in open raffia bags. The devaluation of flour collaborates with the loss of an important part of the cultural identity of the community, as this product is strongly linked to its origin. Flour houses are one of the oldest cultural legacies in Brazil and people try to keep up with their traditional way of producing, amidst industrial competitors that make mechanized and largescale production. scale. Thus, designers must have a perception around people and the way they interact with the physical and social environment. Design has been a strategic tool increasingly used to value local products, recognizing the existing relationships between product design and manufacturing. In this work, based on Peón methodology (2003), we present the development of a visual identity for the Community Flour House of Pariconha-AL, with the purpose of generating value for this community space and its product (flour) through the recognition of its historical and cultural values. It is believed that through the visual identity system (SIV) developed as well as the brand manual for its correct use, it can contribute to the appreciation of local culture, reestablishing the relationship between the product and the producers with the community.