To avoid the pitfalls of traditional branding, Eunoīa adopts a "post-post-branding" system, emphasizing ethical and sustainable practices over consumerism. This new system utilizes "klerograms," textured bands of colour that visually identify a product's sector, and "kyklograms," unique symbols containing detailed information about each collective and its products, accessible through a system called SRC (Sistema de Reconocimiento de Colectivos).

This approach aims to provide transparency and inform consumers without resorting to manipulative advertising tactics or fostering a sense of brand loyalty. Instead of competing for market share, collectives in Eunoīa focus on producing high-quality, ethically sourced goods and services that meet the needs of the community, reflecting a broader societal shift towards prioritizing well-being over material acquisition.

The 2nd book shows three examples of this, with three different collectives in different sectors: Food, technology and clothes.






This Food Collective in Eunoīa is a local, sustainable farm and community centre focused on transparency and community involvement. They grow seasonal vegetables, specializing in corn, using both human expertise and automation. Their utopian approach balances technology with human connection, offering open-source cultivation methods and recipes online and through greenhouse tours. Their transparent packaging highlights the food, and they host workshops on healthy eating and sustainable living. This model aligns with Eunoīa’s values of ethical sourcing, responsible consumption, and equitable resource distribution.

The Tech collective in Euno ī a specializes in creating modular electronic components, specifically connectors that link together various technological modules like cameras, screens, and batteries, to build complete devices. They operate on principles of open-source technology and transparency, making their designs and processes freely available to anyone who wants to use or improve them. This approach fosters collaboration and ensures that technological advancements benefit the entire community, aligning with Eunoia's emphasis on collective well-being. Instead of competing for market dominance, the tech collective focuses on creating a sustainable and accessible technological ecosystem where users can easily assemble, repair, and upgrade their devices by swapping out modules. They actively encourage user participation in the design process, valuing feedback and promoting a sense of shared ownership over technological advancements. This collaborative approach, inspired by the interconnectedness of fungal networks, facilitates a more diverse and inclusive technological landscape where devices can be tailored to individual needs and preferences.

The Clothing Collective in Eunoia is a non-profit design and production center focused on sustainable, ethical, and personalized clothing. They use a closed-loop system to recycle discarded garments into new, durable fabrics, minimizing waste and promoting resource conservation. Transparency is key, as they share design patterns, fabric production methods, and tailoring processes with the public. The collective offers personalized fittings and incorporates user feedback, creating garments tailored to diverse needs. This inclusive, collaborative process aligns with Eunoia’s values of well-being, self-expression, and responsible fashion. By prioritizing sustainability and open access, they empower individuals to engage meaningfully with fashion and showcase the potential of recycled materials.