As it is Earth Day, today, a little background information must be welcomed by everyone reading this post.
Earth Day Introduction to the Amazon Rainforest
In April this year government officials, business leaders and non-governmental organisations agreed, during a debate on “Managing the Amazon: A Global Responsibility?”, hosted by the British BBC, on the need for rich countries and companies to recognise the people living in the Amazon jungle as “providers of environmental services” and “pay” them for contributing to the fight against climate change by not deforesting.
Pamela Cox, the World Bank’s Vice-President for Latin America and the Caribbean stated, that the world has to acknowledge that the Amazon has an environmental value, and it should decide how much it is willing to pay for that. If the Amazon is the “lungs of the world,” it should be given a value, she insisted.
However the problem is basically Brazilian. Brazil, one of the eight South American countries that share the Amazon jungle, is the world’s fourth biggest emitter of greenhouse gases, with 48 percent of its gases coming from ‘illegally’ burning the rainforest by cattle-farmers to clear land for agriculture and pasture.
But, slowly, slowly something is changing. Under the “Bolsa Floresta” programme, families receive a monthly payment for not participating in deforestation, explains Virgilio Viana, director of the Sustainable Amazon Foundation which provides the Bolsa to 10,000 families who live in 35 protected areas in the Amazon jungle, which, he said, could be expanded and replicated in similar projects financed by the private sector.
With contributions from the private sector, the families also receive advice and financing for sustainable development projects, such as rubber-tapping, fishing and harvesting of Brazilian super-fruits, nuts and cashews.
“That is the way to reduce deforestation to zero. That is the way to make them guardians of the jungle,” says Viana.
Well, let’s discuss one of these private projects. Already for years, Amazônia Natural, a brand of Nutriphitos Cosméticos Ltda of Pinhais in the federal state of Paraná, extracts in a sustainable way products from the Amazon Rainforest to create purely natural cosmetic products. Faithful readers of my blog will remember the company, as I wrote in January the post “Pure nature – The fragrance of the Amazon dancing in the wind” and here they are again with their sustainable cosmetics and amazing packaging design.
The Products and Packaging
The products are created with the highly concentrated predominant properties of Brazilian super-fruits, from which the essences are extracted. The super-fruits, Maracujá (passion fruit), Pitanga, Cupuaçu, Castanha-do-Pará, Buriti, Andiroba, Açaí, are all in one way or another rich in vitamins, minerals, carbon hydrates and anti-oxidants, they are nutritive, vitalizing, hydrating and healing. They are the power-houses of the modern energy drinks and revitalizing cosmetics.
(He, who likes to read more about the Amazon super-fruits and its sustainable exploitation, click here to go to the more detailed mirror of this post on my blog: “Brazil In Hot Pants”)
The new series of soap bars has 7 essences, exploiting the fruits typical of the Amazon region and mirroring the colour of each product, show the textures of the leaves of the various species in shape and graphic design.
Although derived from Amazon fruits, the contents of the jars and bottles are not for consumption. They are to hydrate the body. Amazônia Natural launched among others the Pitanga Moisturizing Body Gel, developed with moist maintaining substances that moisturise and leave the skin soft, with a dry, not oily touch. The feeling is refreshing. Pitanga has anti-radical properties.
Amazônia Natural’s products are focussing on the middle class, a consumer segment which values products through design of their packaging. The products are sold throughout Brazil.
According to Ludger Tamaoki, the designer and creator of the packages, “the objective of the project is to draw attention of the consumer in displaying the products as a tribute to the Amazon Rainforest with images of nature and the environment, fundamental attributes of the brand.”
The cardboard boxes, printed in offset in 4×0 colours on Vita Carta 300 grs folding paperboard, are mounted through slots, to reduce the impacts in printing and the use of glue. The packages are manufactured with recyclable materials and non-polluting substances such as acetate, present, for example, in glues.
The textures of the region (in this case wood), the rustic illustrations of each fruit, coupled with a clean and impressive graphic design are the main features of the visual program adopted for the product line of Amazônia Natural. Each packaging of this brand contains information about the Amazon Rainforest, its flora/fauna and even preservation tips.
To complete the packaging series, Ludger Tamaoki, partner of Brainbox Strategic Design, created also a series of gift bags, in the same style. The bags evoke the importance of the animals of the Amazon Rainforest. The paper bags show replicas of animal species and form a collection with seven models.