EQUIP

Equip is not another wellness brand. Equip is a cult-favorite counter movement to overcomplicated health trends. A return to timeless nutrition that works, because that’s how nature designed it.

In evolving Equip, a product centered on bovine protein raised on the land, a key insight surfaced: Nutrition used to be simple. But health and wellness as a category at large is becoming increasingly over-engineered. Too processed. Too slick. Too “trust us”.

Our truth became clear in opposition: Equip exists to restore what’s lost in our diet. Centuries old foods for the modern world. No synthetic shortcuts. Honest food built on generations of wisdom and backed by science.

“Nutrition As Nature Intended” is the big brand idea that unlocked a holistic brand world across the experience.

Despite the product’s early success, Equip struggled to define a strong position in a highly competitive market that would also support ambitious growth. And with that, Equip’s team had a true perspective on design: “We believe the world of tomorrow will look more like yesterday.”

That’s how we tapped into cultural codes coined as “natural nostalgia”.  A familiar visual language that conveys a genuine, simple trust. The design team turned to inspiration across flour bags, butter, yogurt, etc., bringing these references into a seemingly unlikely category in order to define a new one.

The system evolves from mere function to distinct signature and soul. The packaging system in particular is built to scale, flexing across multiple categories yet defining clear lines in the family.  

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Visually, verbally, aesthetically, strategically, the new expression communicates to the world that when it comes to what’s good for you, innovation can’t compete with intuition.

The outcome since launch has been significant, with a higher than projected performance across nearly all channels as well as entry into retail.

BRAND Strategy & Narrative, VISUAL IDENTITY SYSTEM, VERBAL IDENTITY, BRAND GUIDELINES, Packaging SYSTEM & PRODUCTION, Website Design, CREATIVE DIRECTION OF BRAND PHOTOGRAPHY, LAUNCH CAMPAIGN DIRECTION & PRODUCTION

“The standard of work speaks for itself. But what is not seen is the team’s ability to take complexity and nuance and turn that into thoughtful design solutions. Notably, the work performs. We have seen a meaningful increase in conversion across all channels since taking it Iive.”

KEIRAN MATHEW
CEO