AG1

Creech is the studio behind AG1’s category-shifting 2021 rebranding and renaming. Inspired by the company’s focus on complete human nutrition through the fewest possible products, Creech developed a new creative brand platform grounded in the concept of Essentialist Nutrition. This north star inspired the new name (created by Creech) as well as the iconic packaging, a full identity system, brand messaging, and campaign work. AG1 continues to evolve but the strategic foundation and the aesthetic of the 2021 rebrand remains evident. The implementation of this rebrand led to AG1’s $115mm fundraise and its growth from sub 100k customers to more than 750k subscriptions.

Naming

Branding

Brand Voice

Art Direction

Website

Packaging

Campaign

Language

AG1 You're going to need a smaller cabinet.

AG1 Out of Home

AG1 Packaging

AG1 Out of Home

AG1 Lifestyle Photography

AG1 More in one nutrition

AG1 Grid

AG1 Out of Home

AG1 Packaging

AG1 Sachet

See More Projects

New, since 1926.

AG1 Packaging

Brand-led hypergrowth.

A seed company dedicated to deliciousness.

Seeds and vegetables with chef Dan Barber.

Coffee from the near future.

Coffee from the near future.

One Litte Fish

A book about lunch that’s actually about the universe.

Healing Botanical Skincare.

Framebridge

Live life to the framest.

Artisan technology for American fishermen.

ByHeart Baby

The first new formula company to build its own U.S. factory in decades.

When the founder has a Greek grandmother.

Cometeer goes to Whole Foods

Cometeer goes to Whole Foods.

No Boundaries

Rebranding Walmart’s biggest Gen Z apparel brand.

Daring New York Times

A bold message for Big Chicken.

Start with Rose.

Smash Kitchen

The Glen Powell of condiments.

Monastery Packaging

Skincare that’s really really natural.

Book of the Month Packaging

Non non-fiction.

Seremoni Each fish a gift.

There’s a new fish in town.

AG1 Out of Home OOH

How Athletic Greens became AG1.

Melting is the new making.

Melting is the new making.

Squeezing microbes like tiny little olives.

Modern Animal

Maybe you’re a Modern Animal person.

Seremoni Black Cod

Beautiful fish.

More In One Nutrition

Row 7 Beet Packaging

For beet lovers and beet haters.

Daring Out of Home OOH

It’s like chicken without the weird parts.

Pax Live Rosin Packaging

More flowerful.

Framebridge

3 million custom frames and counting.

ByHeart - A better formula for formula.

Breast milk science.