SoreThumbStudio collaborated with The Vegan Society on a comprehensive refresh designed to shift veg1 from a predominantly D2C model into a retail-ready brand. The primary challenge involved strengthening consumer appeal and future-proofing the range while upholding strict environmental principles.
As an environment-first organisation, The Vegan Society sought a highly sustainable packaging format. The design team replaced previous aluminium tins with certified home-compostable pouches. This switch reduces material usage, lightens pack weight to lower shipping costs, enables letterbox delivery for online orders, and provides a stronger physical presence on retail shelves.
To support the new positioning, the updated veg1 brand identity aligns with a clean health proposition. The agency replaced the previous uppercase wordmark with a hand-drawn lowercase logotype that references elements on the periodic table. The resulting typographic treatment lends the brand a friendly character balanced by a soft-scientific tone.
The studio also helped reposition veg1 to reach both vegan and non-vegan consumers. This wider target audience is explicitly highlighted by a new brand tagline: ‘Created by vegans, made for everyone’.
The packaging design maximises the real estate offered by the pouch format. The studio scaled up the brand’s circular graphic element to form a prominent ‘pack smile’ graphic, complemented by a dual-colour system that improves range navigation and shelf impact.
Drawing on shopper insights within the health and supplements category, the agency restructured the pack architecture and information hierarchy. The layout ensures consumers can identify specific products quickly and evaluate nutritional benefits with clarity. The packaging system is also structured with modular flexibility to accommodate future SKU additions and line extensions.
Karen Spinner, marketing manager at The Vegan Society, praised the partnership and the final outcome. Spinner said: ‘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. 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.’
The refreshed veg1 line-up launched in late summer 2026 across four multivitamin SKUs, featuring two pack sizes and two flavour options.
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