In their own words
Equip didn’t want to feel like another overcomplicated wellness brand.
The biggest challenge was shifting parents’ mindset from fear of feeding the allergen, to confidence in prevention.
ImmunoNutrition came in – it reframed early allergen exposure as a way to nourish and build the immune system, not something to fear.
We wanted to create a world that felt approachable and reassuring, not clinical or intimidating.
Articles & interviews
- Wedge channels flour bags and butter packaging for Equip’s rebrand
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.
- How Wedge shifted allergen introduction brand GrowHappy from fear to confidence
Wedge developed a new brand identity for GrowHappy, an allergen introduction brand founded by Stephanie Wibom. The project redefined the category through the concept of 'ImmunoNutrition,' combining scientific credibility with a warm, reassuring visual identity. Soft colors, botanical illustrations, and approachable design elements helped shift parental perception from fear to confidence.