Vegapro
Pet Food
Rebrand

Vegapro Pet offers a unique, science-backed vegan dog food, but its dated look and muted personality weren’t convincing in a sceptical market. In a category crowded with hearty, meaty brands shouting about protein and flavour, Vegapro felt too quiet and functional, failing to convey the benefits of vegan dog food or the playful, expressive nature of dogs themselves.

industry

retail

services

brand development

brand design

packaging

We started by taking a deep look at our canine companions. Specifically, their ears. The way they tilt, lift and flop is an unspoken language that communicates volumes without a sound. This became the inspiration for the new Vegapro Pet identity. At its centre is the ‘V’ icon: part leaf, part pup, in a single memorable mark that captures plant-powered nutrition, a recognisable canine silhouette and a dash of quirky personality. The ‘V’ extends into a full visual system, where ear-like shapes become expressive icons for different moods and breeds, with vibrant packaging that clearly distinguishes recipes and ranges.

<span>Vegapro</span> Pet Food Rebrand

The result is an identity that proudly owns being vegan. Vegapro Pet now feels expert yet approachable, with clear product segmentation and a warm, character-driven story that resonates with conscious dog owners.