BRANDING THAT WORKS
A rebrand that started with a simple concept.
When Athletic Greens became AG1, it wasn’t just a name change, it was a shift in identity.
The rebrand did what all great brand transformations do: it repositioned a product from what it is to what it means. No longer just a “greens powder,” AG1 now owns the space of foundational nutrition, a daily ritual designed to optimize your health at its core.
From Commodity to Category Leader
By focusing on simplicity, consistency and clarity, the rebrand elevated AG1 from just another greens powder. Rather than battling for shelf space, AG1 reframed the conversation. It gave people a reason to believe and a reason to pay a premium.
This kind of shift doesn’t happen with packaging tweaks. It takes vision. It takes a brand that can carry a bigger story.
What Changed and Why It Worked
The transformation started with a bold simplification: new name, refined logo, cleaner packaging and a single unifying message ‘Essentialist Nutrition.’ That message resonated deeply with a health-conscious, time-poor audience. The product didn’t change. But the way people saw it did.
The results:
- A $115 million funding round
- A leap from under 100,000 to over 750,000 subscribers
- A company valuation of $1.2 billion.
Branding is the Foundation.
In 2023, AG1 continued to refine its brand — this time, leaning deeper into its core values of science-backed, proven nutrition. The evolution brought a more sophisticated colour palette, sharper design, and curated photography. A new diagrammatic system was introduced to bridge lifestyle and science, resulting in a visual identity that feels both human and informational.
These updates didn’t reinvent the brand. They clarified it. They strengthened their message and deepened the connection with their audience.
2023 Rebrand by The New Company
