A quick look at this packaging for men might have you thinking that there are some real meat products inside, until you take note of BUTCH's slogan: "Real Men. Mock Meat." The project for BUTCH by Dana Pinto takes an unconventional approach to branding vegetarian options for guys, playing off of imagery like axes, tattoos, weaponry and beefy forearms that are used to pump up masculinity when selling products to guys. The various packaging designs feature interactive elements, so that more details are playfully revealed as boxes are pulled open.
Items in BUTCH'S product range include sausages, wings, hot dogs and burgers that are free of meat from animals. BUTCH's packaging features playful illustrations and text, riffing off the idea that real men get their protein from a variety of plant-based sources rather than animals.
Manly Vegetarian Packaging
BUTCH's Packaging for Men Champions Manly Non-Meat Eaters
Trend Themes
1. Masculine Vegetarianism - Opportunity to develop products and marketing tailored towards promoting vegetarianism and veganism as compatible with traditional masculine identity.
2. Interactive Packaging Design - Opportunity to create engaging packaging designs that offer playful and interactive features to customers.
3. Mock Meat Products - Opportunity to develop meat substitutes that appeal to the tastes and preferences of male consumers and effectively mimic traditional meat dishes.
Industry Implications
1. Food and Beverage - Innovative brands in this industry can create mock-meat and vegetarian products that target specific demographics such as men interested in non-meat protein sources.
2. Packaging and Branding - There is a need for creative and interactive packaging designs for vegetarian and vegan products that promote inclusivity and non-discriminatory marketing strategies.
3. Advertising and Marketing - Brands can explore new marketing strategies that present vegetarian and vegan products as compatible with conventional masculine values and norms.