For the many meat-eaters in North America, we all know the taste of a juicy steak or a crispy chicken thigh, but very few have tried the delectable creaminess of pig’s brain or a rich heart stew. Commit is a brand of offal (the internal organs of butchered animals) created in response to the cuts that are wasted in meat production. It's clear to Vegans and Vegetarians that their dietary choices have a lower environmental impact, but for meat-lovers, this product challenges us to commit to our decision and eat all of what we kill. The goal of Commit is to increase offal consumption and alter social norms around eating meat by playfully mocking those who are too picky to eat it all.
Commit’s design combines punchy copy with comical illustrations, incorporating familiar meat visuals such as the butcher-esque font and cut chart reference in the animals. The strategy for this project was to lean into the shocking and graphic nature of butchery in an approachable manner, highlighted in the balance of illustration and photography. The strict red and white colour scheme stays true to the bloody product, but also conveys sterility and cleanliness to counteract associations with impurities.