Brand Challenge

Dr. Anthony Gustin came to us with the need to revamp packaging and expand beyond the Paleo/Cross-fit community and appeal to mainstream natural foods grocers. He needed to strike a balance of appealing to both athletes and everyday health-conscious consumers. Branding and messaging needed to span across the name and presentation of packaging.

Our Approach

He needed a strong name, packaging design that looked both nutritionally dense and tasty, and messaging that allowed consumers to easily understand the purity of his ingredients and manufacturing process. We rebranded the company to Equip, and developed packaging and messaging that struck a balance between function and flavor. We were lucky to partner with quite possibly one of the healthiest, most efficient clients — just like his products.

Client Feedback

“The team at SHELF was instrumental in taking a small side project that had assets all over the place, all the way through a complex rebrand while fully illustrating what we stood for. Not only does the packaging now stand out, they provided us with such excellent guidance that we’ve been able to have a top-notch and tight brand presentation ever since. This has allowed us to scale with ease. The best part is that they aren’t a huge agency, so you get a massive amount of attention and dedication. They have also provided a ton of support and always impressively connected in CPG. I would work with SHELF 10/10 times again.”

Dr. Anthony Gustin DC, MS, CSCS – Founder