Innovation inside a folk tradition - The aim was to increase value and to perpetuate the Gaucho culture (southern Brazilian traditions) by developing a innovative product/service for the Churrasco, the traditional Brazilian barbecue.
At the early stages I found that despite the fact that people of Brazilian southern states make barbecues for the whole family almost every weekend and at important moments like family reunions and weddings, but the products related to it are designed and sold in a very careless way.
Research - Churrasqueiro, The Roaster - The research found mapped two main subjects:
The "Churrasqueiro" (Cook): The main man at the Churrasco, and a obivious target for the product/service. Usually they are the father, grandfather or the oldest uncle. At Churrasco days (mostly sundays) he wakes before everybody to prepare the fire and sauce the meat.
The tradition: relevant traditions inside the Gaucho culture. Icons, behaviors and values represented on the material cultuture.
Research - Icons and material culture - Some of Gaucho icons relevant fot this project, from right to left:
"O Laçador": Is a statue of the traditional Gaucho, the cowboy of the south america field, the Pampas.
Guaiaca: The tradiotinal wrangler's belt with compartments for money, knife and bullets.
Tirador: The gaucho traditional equipment to use by the side of the body as a protection against the hard rope (like on the Laçador statue)
Spits Holder: A handmade fancy spits holder made out of lether.
Research / Development - The first draft inspired by the fieldwork.
The shield of the state of Rio Grande do Sul (southern area of Brazil). With Italian and Germany colonization and a very strong French cultural influences. The shield shows Mason's references such as the colums, the baret and the words "Freedom, equality and humanity".
A wine holder made out of a carrige wheel and horseshoes.
As the "Design Thinking" method shows, the prototype is not just a final stage, but it is intrinsic to the developing process.
This was the first tryout made out of rough cotton.
Final proposal - The Bronco Apron - Rustic aesthetic, handmade and rough raw materials, as leather and waxed sailcloath aare used to represent the traditional gaucho.
The "Churrasqueiro" or "Assador" (Roaster) is the main man at Churasco, the piece protects and differentiates him when used as an apron, and values the space of the barbecue when settled to the wall as a spits holder.
Storyboard - The target - Fagundes have a wife and two kids.
There is a fire pit in their backyard, used almost every weekend to make barbecue for family and closer friends. With spits and charcoal, the place is usually dirty and messy.
Storyboard - The target's tasks - He is a very good roaster, so every now and then friends call him to cook in their barbecues. He have no proper equipment to take knifes and spits to other places, so he use towels and other things to carry it.
Storyboard - The target's tasks - When cooking for family or friends he gives himself to the job while other people enjoy the party, but this is Fagundes way to enjoy it, he likes to be the servant.
People recognise it and help him with smaller tasks and bring him beer and caipirinhas.
Storyboard - The fathers day - His daugther is looking for a present for Father's day.
She finds the Bronco Apron and calls her brother to buy it together.
Storyboard - The gift - They give present for their father recognising his efforts as a dad and a excellent roater.
Fagundes is happy because the gift is both useful and remembers him of the traditional gaucho pieces he saw his whole life.
Storyboard - The shields - The apron have a special area on it's front designed to recieve football teams shields. The most popular on Rio Grande do Sul are Internacional and Grêmio. It is very common to have all kinds of products with these teams' logos, from mugs to socks to decoration pieces, the football passion is present.
Storyboard - The fire pit space - Now his fire pit is more organized and linked to the folk traditions of the southern Brazil, just because have a rustic but useful ornament.