Tocarte · Branding

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Making the crafts from Ceará, Brazil, well understood through education and design was the challenge issued by the Project II subject teachers from the Bachelor of Design degree at Federal University of Ceará, to the students of Class 11 (2022.2).

At first, our team did not want to keep a common approach of education, once we had already worked with that subtopic in our last term. This is why we've decided to face a way to discuss how educated is the society about acessibility.

Based on our research, we created a product capable of creating an environment that brings people with visual impairments closer to Ceará handmade crafts. It is a work station that gathers not only the tactile, but also what can be seen through the soul.

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When it comes to the branding of the product, we have chosen the name "Tocarte": a mix of the words Tocar (to touch) and Arte (well, art).

The reason of this pick is that we wanted to imply the idea of a product that is tactile, but also has a conceptual front, where we want to educate society about the importance of giving people with visual impairments great opportunities to craft, without pre-imposing a lack of capability that does not exist in this group, where many other perceptions are build.

Tocarte is all about touch - it can be touched and it touches.

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The colors have been strategically chosen to contrast between each other, fulfilling an important accessibility requirement for people with low vision.

As well, the Braille font is brought through the Braille supporting type, not only visually, but also guiding the text embossment in the product and merch, whenever it's needed.

We have also created 3 textures to help the user to understand which craft the work station is for - argila (clay), palha (straw) or crochê (crochet).