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, billion dollar valuation, and its growth from sub-80k customers to more than 400k subscriptions and $600mm in revenue.

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

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Framebridge

Framebridge3 million custom frames and counting.

AG1 Out of Home OOH

AG1How Athletic Greens became AG1.

One Litte Fish

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Spread not scale.

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AG1More In One Nutrition

Book of the Month Packaging

Book of the MonthNon non-fiction.

Melting is the new making.

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Row 7

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Daring Out of Home OOH

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A seed company dedicated to deliciousness.

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Coffee from the near future.

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Monastery Packaging

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No Boundaries

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AG1 Packaging

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Pax Live Rosin Packaging

PaxMore flowerful.