Lowdown

It’s one thing to talk about a desire to build a long term relationship and another to actually achieve it. Having been fortunate enough to start working with Vasse Virgin in 2012, one of the initial projects thebox was commissioned to craft was that of a label system for both Body and Food products. Having recently worked on a number of packaging updates to the body line of products, Vasse Virgin approached thebox to undertake a review of their food packaging.

With 2026 marking the opening of new stores in Fremantle and Denmark, they recognised it was an opportunity to review and evolve the label, ensuring that it matched the quality of the product and the current expectations of the market. The strong and robust label system that had been originally crafted, had stood the test of time and deep consideration was made to how the equity in this system could be retained, while also creating something new and fresh.

Maintaining the stacked text but refreshing the typography was the first step. This then further evolved with the introduction of distinct, yet simple icons which would assist in the creation of a cohesive system for the full range. While the initial brief was only on a small selection of the full product range, we knew it was critical to take into account the full picture and how the style would roll out across multiple products, ingredients, sizes and shapes.

Playing with colour, texture and embellishments, the range has taken on a new life while still maintaining a distinct link to its heritage.

The updated label system resulted in a contemporary range that positions Vasse Virgin exactly where they need to be for this next phase of growth – ready for new markets and their planned expansion.