Wedge channels flour bags and butter packaging for Equip’s rebrand

A vintage flour bag changed everything for Wedge’s Equip rebrand. The design team had been exploring visual references for the bovine protein and grass-fed collagen company when they discovered it – an old stamped circle, iconic and immediately recognisable. That single reference point unlocked what they came to call “natural nostalgia.” A visual language built from butter wrappers, pantry staples and the hardworking aesthetics of kitchen cupboards past. Equip’s founding belief provided the strategic foundation. Real food does the work, and the best way to supplement a real food diet is with more real food. No synthetic shortcuts, no mysterious ingredients – just centuries-old nutrition for the modern world. This philosophy gave Wedge its north star: ‘Nutrition As Nature Intended.’ “Equip didn’t want to feel like another overcomplicated wellness brand,” explains Capucine Labarthe, Associate Design Director at Wedge. “The ambition was to be a counterpoint to an industry that often feels too technical, too processed, too full of ingredients and claims people don’t understand. We kept coming back to the insight that nutrition used to be simple.” That insight sent the team studying vintage pantry staples, examining how flour bags and butter packaging reflected a time when food felt honest and straightforward. They pulled forward cues that signalled clarity, restraint and longevity. “We didn’t want nostalgia to feel forced or decorative,” Labarthe notes. “The system had to feel clean, intentional and relevant today – nostalgia-inspired, but not stuck in the past.”