When Equip Foods’ previous image stopped driving the brand forward, the company decided to redesign it. The company was launched in 2015 by Dr. Anthony Gustin, a former sports rehabilitation specialist. From its early years, Equip built its product line around food from the farm, not the lab. The brand’s lineup includes grass-fed beef protein powders, bars, signature coffee, colostrum, and beef protein isolate from pasture-raised cattle. The brand is built on the idea that the best source of nutrition comes from the farm, not a synthetic environment, providing a rich nutritional profile, free of dairy components, and easier to digest than many other protein products.
The Wedge studio, with offices in Montreal and Los Angeles, worked on the new brand identity. The team’s starting point was the overheated health and wellness market, oversaturated with technology, processing, empty promises, and impersonal language. Equip took the opposite stance, focusing on restoring what has been lost from the daily diet. The brand speaks of food familiar to many generations, of honest products without synthetic additives, and of time-honored dietary wisdom backed by science. Within the project, the entire system grew out of the brand’s core idea: food as nature intended.
There was a downside to the early success. The product was growing, but the brand image lacked a solid foothold in the competitive market and did not support further growth plans. This gave rise to the formula: tomorrow’s world will be more like yesterday’s. Wedge translated this into a tone of natural nostalgia and drew on familiar cultural codes. The sources of inspiration were bags of flour, butter, yogurt, and other everyday products from the old way of life. Within the dietary supplement category, this shift feels fresh, even though it draws on long-established associations and a sense of authenticity without pretension.
The main redesign focused on the packaging. The system has become cohesive, flexible, and easy to expand while maintaining consistency within the overall product family. The foundation is based on a strict typographic style and a fixed information layout, where product names, ingredients, and functional properties are organized according to a clear structure. Individual items are distinguished by color, making it easier to differentiate between protein, collagen, and other supplements. The previous packaging had a handcrafted, natural look, but over time, the entire structure began to fall apart. The new approach eliminated inconsistencies and brought the series together into a cohesive whole.
It would be hard to call the old brand identity weak. The problem lay elsewhere. It looked clean, modern, and too anonymous; it easily blended in with any other protein powder can on the GNC shelf and got lost among its neighbors. The new logo takes the opposite approach. The name is set in the Aachen font, a heavy, solid serif typeface in red. Outside the packaging, the logo evokes associations with a Gold’s Gym sign or the lettering on a 1974-style motor oil can. For a market tired of sleek sans-serif fonts with tech-startup manners, this tone sounds sharp and easily distinguishable.
Nevertheless, there remains a slight tension within the system. The logo exists in a slightly different tonal range than the rest of the style. It stands out more than the packaging around it, and the contrast between the logo and its surroundings is unmistakable. The entire look is built on cream, blue, and red. This palette offers warmth, softness, and a vintage touch without a nostalgic carnival vibe. For the dietary supplement category, where a soft approach is rare, this move proved successful. Equip gained an image with soul, a cohesive packaging system for different categories, and a clear brand positioning that speaks to traditional food for today’s consumer.