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EQUIP®
Equip your body with clean, essential nutrition.
The Opportunity
When Anthony Gustin set out to build a supplement company, he wasn’t interested in blending in. A successful chiropractor with deep roots in performance nutrition, he saw firsthand how much “health” on store shelves was packed with fillers, additives, and marketing fluff.His original brand, Pure WOD (a nod to the CrossFit “workout of the day”), launched with about seven or eight powdered supplements designed to be clean, effective, and transparent. The mission was twofold: raise the bar for integrity in the supplement industry and educate consumers about what truly fuels performance and long-term wellness.But the name wasn’t built for scale.
The Name
We renamed the brand EQUIP®.EQUIP captures the essence of what the company does: equip your body with what it needs. It bridges gym grit and grocery-store integrity. It feels equally at home next to barbells and blenders.From there, we developed a clearer, more ownable product architecture—and also rebranded the product names to be more accurate to product’s function. Product names include Prime Protein®, Micro Greens®, Clean Carbs®, and Complete Collagen®—transforming generic descriptor names into trademarkable product lines.We also created a supporting tagline, Feed What You Need®, which reinforced the mission: no fillers, no fluff, just functional nutrition.
Yep, we named it. And we also branded it.
For the full brand experience — identity, packaging, messaging, website, expo, photography, and asset execution — visit our sister site, Shelf Studio.
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