Each 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 date stamps and POOR packaging design resulting in people discarding safe food. This costs households up to $2,500 a year while accelerating the food waste crisis.
Each 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 date stamps and POOR packaging design resulting in people discarding safe food. This costs households up to $2,500 a year while accelerating the food waste crisis.
Each 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 date stamps and POOR packaging design resulting in people discarding safe food. This costs households up to $2,500 a year while accelerating the food waste crisis.
Each 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 date stamps and POOR packaging design resulting in people discarding safe food. This costs households up to $2,500 a year while accelerating the food waste crisis.
Reducing Waste, Redefining Taste
Reducing Waste, Redefining Taste
Reducing Waste, Redefining Taste
CLIENT
VLOO
SECTOR
Environment
– Circular Economy
PRESS
Vegconomist
RESEARCH
End Food Waste Australia
& RMIT University
CLIENT
VLOO
SECTOR
Environment
– Circular Economy
PRESS
Vegconomist
RESEARCH
End Food Waste Australia
& RMIT University
CLIENT
VLOO
SECTOR
Environment
– Circular Economy
PRESS
Vegconomist
RESEARCH
End Food Waste Australia
& RMIT University
SCOPE
Brand Strategy
Brand DNA
Naming
Positioning & Messaging
Brand Story
Verbal & Visual Identity
Digital Design
Packaging
Creative Direction
SCOPE
Brand Strategy
Brand DNA
Naming
Positioning & Messaging
Brand Story
Verbal & Visual Identity
Digital Design
Packaging
Creative Direction
UNSDGs
UNSDGs
CHALLENGE
VLOO exists as a joyful counter to this problem. 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 idea into a brand.
CHALLENGE
VLOO exists as a joyful counter to this problem. 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 idea into a brand.
CHALLENGE
VLOO exists as a joyful counter to this problem. 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 idea into a brand.
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 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).
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 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).
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 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).
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.
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.
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.
“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
“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
MORE PROJECTS
CULTURE
CULTURE
CULTURE
CULTURE
MAVENS
Until Equality is the New Norm
MAVENS
Until Equality is the New Norm
ENVIRONMENT
ENVIRONMENT
ENVIRONMENT
ENVIRONMENT
REVIVAL PROJECTS
Revolutionising Sustainable Building Practices
REVIVAL PROJECTS
Revolutionising Sustainable Building Practices
CULTURE
CULTURE
CULTURE
CULTURE
BRIDGE OF HOPE INNOCENCE INITIATIVE
Investigating Claims of Wrongful Conviction
BRIDGE OF HOPE INNOCENCE INITIATIVE
Investigating Claims of Wrongful Conviction
© 2026 MEK STUDIO® | DESIGNING CHANGE® | Privacy
This site was built to minimise environmental impact through low-carbon design principles. Learn more.
We live on the unceded stolen lands of the Wurundjeri Woi Wurrung people of the Kulin nation. We recognise their continuing connection to culture, land, waters and community, and pay respects to Elders past and present. There cannot be climate justice without Indigenous justice. Always was, always will be, Aboriginal land.
© MEK STUDIO® | DESIGNING CHANGE®
This site has been built to minimise environmental impact through low-carbon design principles.
We live on the unceded stolen land of the Wurundjeri Woi Wurrung people of the Kulin nation. We recognise their continuing connection to culture, land, waters and community, and pay respects to Elders past and present. We acknowledge there cannot be climate justice without First Nations justice. Always was, always will be, Aboriginal land.
CONTACT
CONTACT
1 Tripovich ST
Brunswick 3056
+61 3 9969 7602
1 Tripovich ST
Brunswick 3056
+61 3 9969 7602
© 2026 MEK STUDIO® | DESIGNING CHANGE® | Privacy
This site was built to minimise environmental impact through low-carbon design principles. Learn more.
© 2026 MEK STUDIO® | DESIGNING CHANGE® | Privacy
This site was built to minimise environmental impact through low-carbon design principles. Learn more.
We live on the unceded stolen lands of the Wurundjeri Woi Wurrung people of the Kulin nation. We recognise their continuing connection to culture, land, waters and community, and pay respects to Elders past and present. There cannot be climate justice without Indigenous justice. Always was, always will be, Aboriginal land.
We live on the unceded stolen lands of the Wurundjeri Woi Wurrung people of the Kulin nation. We recognise their continuing connection to culture, land, waters and community, and pay respects to Elders past and present. There cannot be climate justice without Indigenous justice. Always was, always will be, Aboriginal land.
© 2026 MEK STUDIO® | DESIGNING CHANGE® | Privacy
This site was built to minimise environmental impact through low-carbon design principles. Learn more.
We live on the unceded stolen lands of the Wurundjeri Woi Wurrung people of the Kulin nation. We recognise their continuing connection to culture, land, waters and community, and pay respects to Elders past and present. There cannot be climate justice without Indigenous justice. Always was, always will be, Aboriginal land.