Designed by Laura Voet, The Vegetarian Butcher is a conceptual lineup of products and packaging that aim to provide a vegetarian alternative to traditional meat products. The branding sees the various products turned into sausages and other cuts of meat that have all been created using vegetables rather than actual meat.
Inspired by the method that would be used by a real butcher, The Vegetarian Butcher branding is meant to convey that it's possible to obtain a great meat alternative. Better yet, it identifies how creating a product that is made with vegetables can be molded into the stereotypical form that meat products traditionally take. This helps to make the vegetarian products more likely to be appreciated by those who might be new to the vegetarian lifestyle.