Brand Identity And Packaging For Equip Nutrition
They made bovine protein feel nostalgic—then conversion jumped across channels.
Wedge partnered with Equip to redefine its position in the wellness market through a holistic brand identity rooted in the idea of 'Nutrition As Nature Intended.' Drawing from nostalgic, natural cues, the new system blends timeless simplicity with modern clarity across packaging, digital, and campaign touchpoints. The result reestablished Equip as a trusted, intuitive alternative to over-engineered health brands.
Insights
- The core strategic flip was positioning Equip against an “over-engineered” wellness category: Wedge framed the brand as a “cult-favorite counter movement” built on “centuries old foods for the modern world,” rejecting “too processed…too slick…too ‘trust us’” tropes.
- The big idea “Nutrition As Nature Intended” became the unifying system across brand strategy, verbal identity, visual identity, packaging, website, photography direction, and launch campaign—turning a functional supplement product into a full “brand world.”
- Wedge leaned into cultural codes they call “natural nostalgia,” explicitly borrowing visual references from everyday grocery staples (flour bags, butter, yogurt) to create “timeless simplicity with modern clarity” in a category that usually signals science-forward innovation.
- Packaging was designed as a scalable system: it “flex[es] across multiple categories yet defin[es] clear lines in the family,” helping Equip grow beyond a single product into a coherent lineup while staying minimalist, earthy, and authentic.
- Outcome and proof: CEO Keiran Mathew said the redesign “turn[ed] complexity and nuance into thoughtful design solutions” and that “the work performs,” citing a “meaningful increase in conversion across all channels” plus entry into retail after launch.
