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.