SCOOPLESS

A small behavior change is only a problem if you let it feel like one.

Before switching to paperboard packaging, Vital Proteins removed the plastic scoop from its products as an early step toward reducing waste. The challenge was introducing that change without making it feel inconvenient or apologetic.

Instead of over-explaining the decision, we made it human. The idea focused on the countless ways people already scoop their Vital Proteins: from a standard tablespoon to a novelty cat spoon pulled from a drawer.

The change also came with legal requirements around accurate measurement. Rather than hiding that information, we integrated it directly into the concept, letting the legal language become part of the joke.

The result turned a small sustainability shift into a moment of personality. This reframed absence as flexibility, and responsibility as something light, relatable, and on brand.