VLOO
Making Food Waste Desirable
Making Food Waste Desirable
Sold out in one month.
Turns out, “past its best” doesn't mean past its prime. VLOO's ambition was radical yet simple: make surplus food destined for landfill something people were excited to buy.
MEK built the brand from the ground up, from naming and strategy to verbal and visual identity, packaging, and digital experience.
Sold out in one month.
Turns out, “past its best” doesn't mean past its prime. VLOO's ambition was radical yet simple: make surplus food destined for landfill something people were excited to buy.
MEK built the brand from the ground up, from naming and strategy to verbal and visual identity, packaging, and digital experience.
Sold out in one month.
Turns out, “past its best” doesn't mean past its prime. VLOO's ambition was radical yet simple: make surplus food destined for landfill something people were excited to buy.
MEK built the brand from the ground up, from naming and strategy to verbal and visual identity, packaging, and digital experience.
How do you make surplus food
something people want to buy?
How do you make surplus food
something people
want to buy?
How do you make surplus food something people want to buy?
Australia wastes an estimated 7.6 million tons of food annually, costing households $2,500 a year*.
VLOO came at the problem from a different direction. Instead of building a brand around food waste, it wanted to build a brand around food. Good food. Food you'd be happy to have turning up at your door.
And while VLOO is vegan, the intention was never to speak only to vegans. It needed to have enough appeal to bring everyone else along too.
Australia wastes an estimated 7.6 million tons of food annually, costing households $2,500 a year*.
VLOO came at the problem from a different direction. Instead of building a brand around food waste, it wanted to build a brand around food. Good food. Food you'd be happy to have turning up at your door.
And while VLOO is vegan, the intention was never to speak only to vegans. It needed to have enough appeal to bring everyone else along too.
Australia wastes an estimated 7.6 million tons of food annually, costing households $2,500 a year*.
VLOO came at the problem from a different direction. Instead of building a brand around food waste, it wanted to build a brand around food. Good food. Food you'd be happy to have turning up at your door.
And while VLOO is vegan, the intention was never to speak only to vegans. It needed to have enough appeal to bring everyone else along too.
Substitute, not sacrifice.
Substitute, not sacrifice.
The category is saturated with brands talking about sustainability. VLOO talks about food.
We positioned the brand around taste and discovery, deliberately moving away from the familiar language and aesthetics of sustainable and vegan food.
This allowed us to craft something more expressive. Bright colour, bold typography, organic visual language, and a verbal identity with bite.
The result is a vegan brand that doesn't look or sound like one.
The category is saturated with brands talking about sustainability. VLOO talks about food.
We positioned the brand around taste and discovery, deliberately moving away from the familiar language and aesthetics of sustainable and vegan food.
This allowed us to craft something more expressive. Bright colour, bold typography, organic visual language, and a verbal identity with bite.
The result is a vegan brand that doesn't look or sound like one.
The category is saturated with brands talking about sustainability. VLOO talks about food.
We positioned the brand around taste and discovery, deliberately moving away from the familiar language and aesthetics of sustainable and vegan food.
This allowed us to craft something more expressive. Bright colour, bold typography, organic visual language, and a verbal identity with bite.
The result is a vegan brand that doesn't look or sound like one.
A vegan brand that doesn't look
or sound like a vegan brand.
A vegan brand that doesn't look
or sound like a vegan brand.
A vegan brand that doesn't look or sound like a vegan brand.
We started with the name: VLOO. Values + Value. Simple. Memorable.
From there we developed the brand DNA, positioning, messaging, and verbal and visual identities.
The visual identity has energy without feeling chaotic. The focus is on typography and colour while the abstract animal footprints give the system a sense of movement and play.
The same thinking carries through the packaging, digital experience, and communications, ensuring the brand is consistent and cohesive wherever it's encountered, from product box to inbox.
The founders also have ambitions beyond food, with future subscription categories including beauty and gifts. We built enough flexibility into the brand system for VLOO to expand without losing its distinctive character.
We started with the name: VLOO. Values + Value. Simple. Memorable.
From there we developed the brand DNA, positioning, messaging, and verbal and visual identities.
The visual identity has energy without feeling chaotic. The focus is on typography and colour while the abstract animal footprints give the system a sense of movement and play.
The same thinking carries through the packaging, digital experience, and communications, ensuring the brand is consistent and cohesive wherever it's encountered, from product box to inbox.
The founders also have ambitions beyond food, with future subscription categories including beauty and gifts. We built enough flexibility into the brand system for VLOO to expand without losing its distinctive character.
We started with the name: VLOO. Values + Value. Simple. Memorable.
From there we developed the brand DNA, positioning, messaging, and verbal and visual identities.
The visual identity has energy without feeling chaotic. The focus is on typography and colour while the abstract animal footprints give the system a sense of movement and play.
The same thinking carries through the packaging, digital experience, and communications, ensuring the brand is consistent and cohesive wherever it's encountered, from product box to inbox.
The founders also have ambitions beyond food, with future subscription categories including beauty and gifts. We built enough flexibility into the brand system for VLOO to expand without losing its distinctive character.
A new category, sold out in one month.
A new category, sold
out in one month.
A new category, sold
out in one month.
The first subscription box for vegan food destined for landfill sold out within one month of launch, with demand exceeding supply.
By creating a vegan brand that doesn't look like a vegan brand, we helped VLOO define a new category and reach beyond the usual ethical consumer to compete on taste, desirability and brand appeal.
Surplus food became something people were willing to pay a premium for, turning a perceived limitation into a commercial advantage.
The first subscription box for vegan food destined for landfill sold out within one month of launch, with demand exceeding supply.
By creating a vegan brand that doesn't look like a vegan brand, we helped VLOO define a new category and reach beyond the usual ethical consumer to compete on taste, desirability and brand appeal.
Surplus food became something people were willing to pay a premium for, turning a perceived limitation into a commercial advantage.
The first subscription box for vegan food destined for landfill sold out within one month of launch, with demand exceeding supply.
By creating a vegan brand that doesn't look like a vegan brand, we helped VLOO define a new category and reach beyond the usual ethical consumer to compete on taste, desirability and brand appeal.
Surplus food became something people were willing to pay a premium for, turning a perceived limitation into a commercial advantage.
“Working with MEK was always something we wanted to do and the experience exceeded all of our expectations. The team was so invested in our brand and its ethos that it was perfectly translated into an outcome that reflects our vision and uniquely positions us in the market. The value we received far exceeded the investment—our brand was created with soul, purpose and real design DNA. It’s already been invaluable in driving impact by empowering people to make more informed choices, to the point where we sold out in our first month. We highly recommend MEK. Most importantly, they're really nice people to work with!”
“Working with MEK was always something we wanted to do and the experience exceeded all of our expectations. The team was so invested in our brand and its ethos that it was perfectly translated into an outcome that reflects our vision and uniquely positions us in the market. The value we received far exceeded the investment—our brand was created with soul, purpose and real design DNA. It’s already been invaluable in driving impact by empowering people to make more informed choices, to the point where we sold out in our first month. We highly recommend MEK. Most importantly, they're really nice people to work with!”
ED ANDREW & RACHEL SAVONA, CO-FOUNDERS
ED ANDREW & RACHEL SAVONA
CO-FOUNDERS
Strategic Scope
Naming
Brand Strategy
Brand DNA
Messaging & Positioning
Brand Story & Narrative
Brand Framework Development
Creative Scope
Brand System & Visual Identity
Art Direction & Visual Language
Tone of Voice & Verbal Identity
Packaging Design System
Brand Guidelines
Brand System & Visual Identity
Creative Direction & Visual Language
Tone of Voice & Verbal Identity
Packaging Design System
Brand Guidelines
Sector
Environment
• Circular Economy
Culture
• Lifestyle
Press
UNSDGs
