VLOO
Reducing Waste, Redefining Taste
Reducing Waste, Redefining Taste
Every year Australia wastes an estimated 7.6 million tons of food. New research shows a key driver is inconsistent and confusing food labelling, with unclear dates and poor packaging design which results in people discarding safe food. This costs households up to $2,500 a year while accelerating the national food waste crisis.
Every year Australia wastes an estimated 7.6 million tons of food. New research shows a key driver is inconsistent and confusing food labelling, with unclear dates and poor packaging design which results in people discarding safe food. This costs households up to $2,500 a year while accelerating the national food waste crisis.
CONTEXT
CONTEXT
VLOO is the ultimate subscription box for the curious, the conscious, and the snack-savvy, VLOO curates vegan food and 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 radical idea into a brand.
VLOO is the ultimate subscription box for the curious, the conscious, and the snack-savvy, VLOO curates vegan food and 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 radical idea into a brand.
APPROACH
APPROACH
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 doesn't look like a vegan brand.
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).
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 doesn't look like a vegan brand.
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).
IMPACT
IMPACT
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.
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.
“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 after 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 after 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
Scope
Naming
Brand Strategy
Brand DNA
Positioning & Messaging
Verbal & Visual Identity
Digital Design
Packaging
Creative Direction
Sector
Environment
• Circular Economy
Press
UNSDGs
