The Vegan Society refreshed veg1 with certified home-compostable pouches that replace aluminum tins. SoreThumbStudio led the identity and packaging redesign to make the supplement brand retail-ready while preserving its environmental priorities and repositioning it for vegans and nonvegans.
The agency introduced a hand-drawn lowercase logotype inspired by periodic-table elements and enlarged the brand’s circular device into a recognizable “pack smile.” A dual-color system and revised information hierarchy are designed to strengthen shelf visibility and simplify product navigation. The tagline “Created by vegans, made for everyone” reinforces the wider positioning. The lighter pouches use less material, lower shipping costs and fit more easily through letterboxes. The redesign reflects a broader shift as direct-to-consumer brands adopt packaging suited to both sustainable delivery and physical retail.
For veg1, the flexible pack architecture supports future products while maintaining consistency, helping the brand expand its assortment and retail presence.
Image Credit: veg1®
What's Driving This Trend
- Home-compostable Refill Packs
- Certified compostable pouches are creating new value for supplement brands seeking lower-material formats that align with household disposal habits and sustainability expectations.
- Retail-ready DTC Packaging
- Direct-to-consumer products are evolving into shelf-visible formats that preserve shipping efficiency while supporting expansion into physical retail environments.
- Inclusive Vegan Positioning
- Vegan-certified brands are broadening appeal through messaging and design systems that speak to mainstream wellness consumers without diluting ethical credibility.
Who This Affects Most
- Dietary Supplements
- Flexible sustainable packaging systems are reshaping how vitamin and nutrition brands manage cost, assortment growth and consumer trust across sales channels.
- Sustainable Packaging
- Material innovation in compostable films and lightweight pouch structures is opening alternatives to rigid containers with improved logistics and end-of-life benefits.
- Brand Design
- Identity systems with distinctive visual assets and simplified information hierarchy are becoming central to helping purpose-led products compete on crowded retail shelves.
