The New Company’s identity for AG1 sets the nutritional drink apart by a mile from other supplements

At the heart of AG1 (formerly Athletic Greens), a brand synonymous with health and wellness, lies a mission to empower people to take control of their health. Since its inception in 2010, AG1 has been dedicated to providing foundational nutrition through its continually evolving formula for its supplement. In 2023, AG1 took another step forward by sharpening its brand identity, enlisting LA and San Francisco-based design and marketing agency The New Company to lead the transformation. This rebranding effort, led by Creative Director Steven Olimpio and Founder & Executive Creative Director Matt Luckhurst, was not about reinventing the brand but refining an already strong identity in a way that felt both imaginative and functional. AG1’s foundation in research and evidence-based nutrition set the tone for the project. “AG1 is powered by rigorous scientific research and testing. The AG1 team led the strategic insights that informed our visual exploration and design strategy. In order to stand out from a host of competitors, we needed to create a visual system that was highly functional, not frivolous or over-designed,” explains Olimpio. The wellness industry is often dominated by ‘good vibes’ imagery, making it challenging to distinguish brands based on substance. AG1’s commitment to science, however, positioned them to rise above the competition. One of the early inspirations for the project came from an unexpected source – the DK Eyewitness book series. This reference, brought to the table by AG1’s Creative Director Jake Gascoyne, became a touchstone for the rebrand. “The books signal an informative and encyclopedic visual world where design works in service of curiosity. We applied that philosophy to AG1, creating a system that could share a wealth of information in an elevated manner that felt substantive and researched,” says Olimpio.