BP&O’s Emily Gosling reviews Wedge’s rebrand for Equip, a protein supplement company founded by Dr. Anthony Gustin. The new identity embraces a rustic, back-to-basics aesthetic that contrasts with the hyper-masculine, techy look common in the protein market. Using earthy tones, vintage-inspired typography, and subtle illustrations, Wedge positions Equip as a trustworthy, natural alternative in the wellness space.
Wedge rebranded Equip, a bovine protein and collagen company, drawing inspiration from vintage flour bags and butter packaging to create a nostalgic yet modern identity. The design balances heritage and clarity through a refined red, blue, and cream palette, a bold slab serif logo, and warm supporting typefaces. Illustrations by Aless MC add analogue charm while maintaining a contemporary edge, resulting in a cohesive brand system that has driven strong business performance.
The article highlights Wedge’s rebrand of wellness brand Equip, introducing the concept of 'natural nostalgia' as a new design direction. It contrasts this approach with the typical clinical or overly trendy aesthetics common in the wellness sector. The piece positions Wedge’s work as a refreshing and thoughtful evolution in health branding.
