Pouch-perfect vegan nutrition
We recently collaborated with The Vegan Society on a comprehensive brand and packaging refresh for veg1®.
The Vegan Society wanted to transform its flagship supplement brand from a predominantly D2C product into a retail-ready brand while moving to a more sustainable packaging format. The challenge was to strengthen consumer appeal and future-proof the brand without compromising its environmental principles.
As an environmental-first organisation, The Vegan Society was committed to finding the most sustainable packaging solution available.
A move from aluminium tins to certified home-compostable pouches reduced material usage, lowered shipping costs through a lighter pack, allowed the product to fit more easily through customers' letterboxes and delivered more opportunity for a stronger on-shelf presence.
Working closely with the client, we helped The Vegan Society reposition veg1® as the supplement brand for vegans and non-vegans alike and reinforced this message with a new brand tagline, "Created by vegans, made for everyone."
The packaging system took full advantage of the new pouch format.
We repurposed the brand's circular graphic device at a much larger scale to create a distinctive "pack smile", supported by a dual-colour design that improved impact, strengthens navigation across the range and gave the brand a more confident in-store presence.
Drawing on our strategic understanding of how consumers shop supplements, we refined the information hierarchy to help shoppers identify the product faster and understand its benefits more easily.
The new pack architecture was also designed with the future in mind, building in the flexibility and rigour needed to accommodate new SKUs and product line extensions while maintaining a consistent look and feel.
The result is a contemporary supplement brand that combines sustainable packaging with stronger retail presence, clearer communication and a flexible design system built to support future innovation.
"From the moment we started working with SoreThumbStudio® it was evident we were working with a team that was capable, creative and consumer focused. Each of these elements really mattered as we prepared to relaunch the veg1® brand in an incredibly competitive category.
The process of working together was collaborative and we were kept informed every step of the way. I knew the team could take our ideas, understand our challenges and maximise the opportunity to create a packaging design that really resonated with consumers. And they certainly did!
Our rebranded veg1® has received rave consumer reviews and has totally transformed the brand, creating a product with a look and feel that matches the quality of what's inside."
– Karen Spinner, Marketing Manager, The Vegan Society
veg1® relaunched its range of four multivitamin SKUs across two pack sizes and two flavours in late summer 2026.
