THE CHALLENGE: Vega was originally designed by a vegan triathlete and grew around inconsistently branded formulas. Following a new round of investment, the team wanted to broaden the brand appeal beyond vegans and facilitate portfolio cross selling.

THE SOLUTION: Consumer research helped us hone on a tight attitudinal target and identify the brand idea of 'clean plant-based nutrition' hence broadening appeal beyond vegans. We also created a new brand architecture and a new packaging design that helped tell this new story and enhance range navigation across different types of performance goals.