The Half-Meat-Half-Veggie Burger Is Here
by Chloe Gordon on 09/15/2022 | 2 Minute Read
We've seen plenty of plant-based alternative meat brands, but if you're a lover of rich, meaty tastes, it's unlikely you're giving up your beloved In-N-Out or Five Guys.
Still, we could all stand to eat a little more sustainably. According to PETA, “Producing just one hamburger uses enough fossil fuel to drive a small car 20 miles. Of all raw materials and fossil fuels used in the U.S., more than one-third are devoted to raising animals for food.”
BOTH is a burger brand challenging meat-eaters to make a more eco-conscious buying decision. The brand is a 50% grass-fed beef and 50% all-natural veggie burger for meat eaters and sustainably-minded consumers.
With BOTH, carnivores can slash how much meat they can devour for both health reasons and to have less of an impact on the environment. Pavement Design is the creative team behind capturing the product's duality and sharing the message to consumers through a bold, powerful packaging design system.
The comprehensive design helps educate the consumer that less meat doesn't equate to a less delicious product. The packaging highlights an oversized product image dressed in a bun and decorated with all the appropriate toppings.
"The whole premise behind this product is that these burger patties are still delicious, even though they're healthier and more sustainable," says Michael Hester, principal and creative director of Pavement Design. "Normal flavor-enhancing ingredients like onion, garlic, and mushrooms are used instead of typical fillers like soy."
Beyond the bold burger image, the packaging shows the product's duality through the split color palette and the contradiction between the brazen logo and the soft script description typeface. "The name BOTH was a key element to the branding. Its brevity was intentional, where the bold qualities of its simplicity were desired," Hester mentioned. "Its tone screamed to us, so we wanted to give it a treatment to match. On the other hand, the handwritten script of the descriptor copy was intended to be quite the opposite, where it layered in a casual and friendly quality to the brand, guarding the brand against taking itself too seriously."
By moving away from the cliche green and kraft color palette and into a space with an audacious white and blue palette, BOTH's packaging immediately impacts the market with an innovative attitude and a game-changing mission.