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.

This philosophy guided The New Company as they developed a comprehensive brand guideline system for AG1. These new guidelines introduced fresh typography, colour schemes, motion design, layout principles, and art direction – all while preserving the brand’s identity. It encapsulates AG1’s dual emphasis on ‘life’ and ‘science,’ creating a cohesive visual system that balances precision and warmth. The layout principles, diagrams, and other visual tools are carefully sequenced, ensuring clarity and consistency across all touchpoints. Yet within this structure, there’s still room for surprise and creativity, making the brand feel human and relatable.

With the ‘AG1’ logo, for instance, the team ensured it stayed recognisable while embracing a more contemporary aesthetic. “AG1’s product is continually being refined and improved, keeping what works while iterating on the core formula to be as effective as possible,” says Luckhurst. “The new logo follows that same principle, revising the details to create an updated identity that is evolved and modernised.”

With typography, the team opted for classic typefaces, updating them for a modern age. The New Company crafted a custom wordmark for AG1 while incorporating two core typefaces – Items by Schick Toikka and Diatype by Dinamo. Olimpio explains their selection, saying, “They were chosen because they are essentially modernised revisions of Times New Roman and Helvetica; their use mirrors AG1’s philosophy of refining proven formulas to create something highly functional.” Another focal point of the rebrand was the photography and art direction, which play a pivotal role in AG1’s visual identity. “The art direction speaks to everything that goes into AG1, and to all the ways it fits into the experience of a life well lived,” he shares. The photography guidelines are extensive, covering everything from studio portraiture to on-location lifestyle shoots. These images are designed to convey not just the product and its ingredients but also the science and lifestyle behind the brand. Attention to detail is clear in every aspect, from composition and lighting to motion and styling, ensuring that the identity remains consistent yet engaging across all applications.

To bring these visual guidelines to life, AG1 collaborated with photographers like Cait Oppermann, Nacho Alegre and Sergiy Barchuk. Their work brings depth and personality to the brand imagery, capturing the essence of the product in ways that feel both aspirational and grounded in reality. “The photoshoots took the brand vision and brought it to life on a new level,” notes Luckhurst. These visuals, along with the refined design system, create a brand that is equal parts informative and human – a reflection of AG1’s commitment to both scientific excellence and the well-being of its users.

Central to the success of the rebrand was the strong collaborative relationship between The New Company and AG1. The project thrived on mutual respect and a shared commitment to excellence. “The AG1 team is a truly special group – they put together a highly intelligent brief, were always pushing good ideas further, and executed the brand identity with sophistication,” reflects Luckhurst. “It was a true collaboration from start to finish.”