VLOO exists as a joyful counter to this problem. The ultimate subscription box for the curious, the conscious, and the snack-savvy, VLOO curates plant-based food and pantry supplies that are at or just past their best-before date but still high quality—rescuing them from landfill and delivering them to doorsteps. Designed for vegans, flexitarians, and omnivores exploring more conscious or healthier ways of eating, VLOO makes vegan living easy, accessible, and affordable for everyone. MEK partnered with the founders of VLOO to transform their idea into a brand.

At the time of launch VLOO is the only vegan snack subscription box in Australia, so from the outset our goal was a distinctive brand that felt fresh and culturally relevant with a strong focus on its impact: waste reduction and behaviour change. With the vegan and sustainability spaces oversaturated with the same language and aesthetics, VLOO had the unique opportunity to position itself as a category disruptor.






We worked closely with the founders to craft a confident and aspirational brand that's not preachy or guilt trippy. We developed a new visual language for the vegan category, with a design system to support the brand’s future expansion into different subscription boxes like beauty and gifts.

From naming and strategy to identity and brand experience, the brand immediately signals VLOO’s radical distinctiveness and embodies its mission across all touchpoints. We intentionally crafted a vegan brand that wasn’t about veganism.

A brand that stands out in the box and the inbox. A brand that focuses on substitutes, not sacrifice. A brand that delivers both values and value (VLOO). 

Within one month of launch, VLOO sold out through word of mouth with demand exceeding supply, creating an unexpected waitlist that validated the call for conscious alternatives.

This success proved three critical market insights:

1. Vegan brands don’t need to look vegan.
2. Surplus food past its best-before date can be commercially viable.
3. Vegan food can command desirable positioning beyond ethical messaging.

VLOO has demonstrated people’s readiness to embrace new food categories when presented through compelling brand narrative, and that impact-led strategy can transform perceived limitations into competitive advantages. This established VLOO as the new standard for how impact-driven brands can achieve mainstream commercial success by leading with aspiration, not moral obligation.