Wellness branding has been using the same playbook for years. Think clinical reassurance designed to signal legitimacy, paired with a quiet avoidance of anything that might actually look good to consume. The alternative isn’t much better, with brands that feel like the output of a venture capitalist’s fever dream.

But Equip’s rebrand, led by Wedge, steps away from kitsch and clinical and plays around with the future of health by looking more like CPG’s past. 

Wedge coined the term “natural nostalgia” to guide the work. And unlike the catch-all label of “modern heritage,” which has become a kind of strategic security blanket for the risk-averse, natural nostalgia is a stance I can get behind.