Natasha Lee wins the prestigious 2024 Graphis New Talent Silver Award for "Commit Offal Meats" Branding and Design
Congratulations, Natasha!
Natasha Lee, a 2024 graduate from the IDEA School of Design at Capilano University, has won the prestigious 2024 Graphis New Talent Silver Award for her “Commit Offal Meats” branding and design project. This project targets adventurous carnivores interested in reducing their diet’s environmental impact by promoting offal consumption. The design combines bold copy with humorous illustrations, using a red and white colour scheme to balance the graphic nature of butchery with a sense of cleanliness.
Her project, which focuses on branding for offal meats, demonstrates her ability to tackle unique and challenging design briefs with creativity and skill. This accolade not only celebrates Natasha’s individual success but also brings recognition to the IDEA School of Design as an institution that nurtures top-tier design talent.
Natasha is one of six IDEA School of Design students recognized at the 2024 Graphis New Talent Awards, which celebrate the innovative work of students and emerging creative leaders worldwide. Other winners include JJ Eng, Ethan Woronko, Anais Bayle, Tiffany Zhong, Cassie Valenzuela Poon, and Celina Zhong, who received honours in categories like typography, advertising, and branding.
The Graphis New Talent Award is an international platform that showcases groundbreaking ideas and fresh perspectives from students, promoting exceptional talent in design, advertising, photography, and illustration. Winners are featured in Graphis' hardcover Annuals and online archives, ensuring their work is preserved and celebrated for future reference.
Check out this award-winning student project!
Assignment
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 targeted at adventurous carnivores who are conscious of their diet’s environmental impact and interested in experimenting with novel culinary feats. In an industry where prime cuts are disproportionately favoured, and offal is consistently wasted, Commit’s overarching goal is to increase offal consumption and alter social norms. This brand tackles the “ick” factor of eating innards by pitching its consumption as a challenge for both the brave and the ethical.
Approach
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.
Results
As a fictional student project, Commit did not have the pleasure of client review but did garner praise and recognition for the punchy concept and unconventional presentation. A personal success was how this project sparked discussion among peers, teachers and industry professionals on the ethics of meat diets and even convinced some to give offal a try!
Award: Silver
Categories: Branding, Design
Professor: Dominique Walker
School: Capilano University
Country: Canada
6 IDEA School of Design New Talent Students for 2024
Cassie Valenzuela Poon Logo, Design for; Orbit Centre—Honorable Mention
JJ EngTypography, Design; Decipher Music Fest—Honorable Mention
Ethan Woronko, Anais Bayle and Tiffany Zhong Education, Advertising; Untwist the Truth—Silver
Anais Bayle Branding, Design; Hue Seasonal Eating—Silver
Natasha Lee Branding, Design; Commit—Silver
Celina Zhong Branding, Design; Soya restaurant—Silver
About Graphis
Graphis New Talent Award is an international award show that highlights the visionary work of students and tomorrow's creative leaders, showcasing fresh perspectives and groundbreaking ideas.
Graphis is committed to presenting and promoting the work of exceptional talent in Design, Advertising, Photography and Art/Illustration. In addition to the Platinum, Gold, and Silver winners, Graphis also embraces rising talent, all of whom have an equal Archive presentation. In our hardcover Annuals, Platinum and Gold winners receive full-page exposure, and Silver and Merit Winners are also visually presented. Up to 500 entries from each competition are included in the online archive for future reference, where everyone gets the same presentation. Today, the Graphis tradition continues, presenting award-winning work from 1944 to the present in digital and print.
About IDEA School of Design at Capilano University
IDEA School of Design offers two career-oriented programs for the next generation of creative professionals.
The Bachelor Of Design In Visual Communication is a four-year undergraduate degree with a variety of career outcomes in the creative field. Students can specialize in branding, Illustration or interactive design in upper years.
The Interaction Design Diploma is a two-year program with career outcomes in the field of digital product design and user experience. The focus is on creativity, design thinking, and problem-solving.
