Art Direction: Joana Mendes, Runa Gupta
Photography: William Mullan
Location: United States
Project Type: Produced
Product Launch Location: Global
Packaging Contents: Vegan beauty and snack products
Packaging Substrate / Materials: Cardboard
Printing Process: Digital printing
Vegancuts is a U.S. based subscription company with a thriving marketplace that makes it simple for anyone to discover the best vegan products. For its first rebrand in 8 years, the aim was to have a strong brand identity with a clear voice visually articulated through contemporary designs, with an emphasis on humanness.
Backed up by research and with strategic goals in mind, we’ve worked closely with the company’s CEOs on this project to create a connection-based brand rather than a transactional one. This was achieved over the course of 6 months by redesigning the Vegancuts logo, colors, website, packaging, and marketing collateral, as well as realigning the art direction with contemporary guidelines to keep it simple and clean. Careful attention was also put to stand out among a sea of green logos commonly seen in the vegan space.
The clean, simple, and uplifting line-based illustrations done for the packaging contribute to a delightful unboxing experience.