Protein is protein, right?

Well no.

The source of protein determines the amino acid profile and digestibility of the resulting supplement. Whey protein, for example, is dairy-based and can cause bloating and digestive discomfort, especially to those with dairy sensitivities.

Equip is a brand of beef-derived protein. It differs from the far more popular whey protein in having a different macronutrient profile, with significantly more collagen and gelatin, as well as higher levels of creatine, iron, and vitamin B12. It’s also easier to digest for those with lactose intolerance or allergies.

Recently, Equip enlisted the talented folks at Wedge to refresh its brand identity and packaging. The new update feels less scientific and clinical and instead has a more farmy approach. That new direction adds a visual distinction from the crowded protein supplement category and creates a strong tie to Equip’s prime differentiator of being beef-based.

The new wordmark uses a strong font in eye-catching red. There’s more weight to the serif letterforms, and it is almost reminiscent of cattle brands (the kind burned onto cows). The color palette is pleasant, with a bone-white background on the packaging that seems inspired by the bovine bones used to make Equip’s products. Flavors are communicated through a new series of illustrations with a timeless feel, and the red and off-white are punctuated by a blue that is strikingly similar to the blue often used for nutritional facts on packaging. Clean graphics communicate additional product information.

“As we’ve grown, one thing became clear: our products spoke for themselves, but our packaging didn’t fully reflect who we are or the people we serve,” says CEO Kieran Mathew, via a LinkedInpost. “The look felt clinical and generic. The kind of packaging you hide in a cabinet instead of proudly keeping on your counter.”

Given the prevalence of protein-heavy foods and supplements, brands in this space have to find a way to stand out from the crowd. Equip’s new brand identity goes a long way towards making it distinctive and attractive, all while effectively communicating its unique bovine protein provenance.

Protein-heavy diets might seem like a healthy idea, but a recent study of several protein supplements, including Equip, by Consumer Reports, throws some cold water on the idea. Consumer Reports found enough lead in Equip’s cocoa protein powder to recommend only occasional consumption. For their part. Equip responded by pointing out that Consumer Reports had tested an older lot, cocoa naturally has higher heavy metal content, and had published its own lab testing results.