Creech

Great article by It's Nice That and Elizabeth Goodspeed! Thanks for including us in the conversation! https://lnkd.in/dWkhHGgW

Seremoni featured on The Brand Identity

How do you design a brand system and allow it to be successfully evolved over time? And how do you take credit for your work when the brand undertakes changes and you're no longer working on it? Simple. Build it to outlast your involvement. And build it so it's clear that your work is still at the heart of the brand. When we started working with AG1 in 2020 and took our complete rebrand live in 2021, we knew that the company had a restless spirit. They’ve iterated on their core product more than 50 times over the course of a decade and a half. The odds were good, perhaps 100%, that AG1 would be inclined to tweak their brand the same way they've done with their product. A new brand evolution went live this year. And it wasn’t us. Bittersweet? Nope. Big success. To us, good branding is branding that can change as needed over time but retains the core (and in this case a lot more) of the original full rebrand. This is our case study of the work that changed the supplement game, spawned numerous copycats, and continues to drive the AG1 visual aesthetic. AG1 named by Creech, all positioning in this case study by Creech, all design, all language, all packaging by Creech, all photography and film overseen by Creech. To us, and we're happy to make this a point of discussion with the design and marketing community, this is what a rebrand means. Big thanks to our incredible collaborators and friends AG1 and one of our fave CMOs Matt Carrington who oversaw the 2021 rebrand and relaunch.

Who rebranded Athletic Greens to AG1? Us. Creech is the studio behind Athletic Green’s massively successful rebrand to AG1. We named it, we designed it, did all the packaging, did the relaunch brand advertising. This project took place in 2020 and went live in 2021. Sub 100k customers grew to hundreds of thousands and the brand skyrocketed into cultural prominence. We’re proud to see that our sweeping and category-shifting rebrand laid a strong foundation for an enduring identity system that can stand the test of time. Even as it continues to evolve past our involvement. Work that keeps working, that’s what we love to do and make. A big thank you to our amazing collaborators at AG1 and a shout out to the brilliant Matt Carrington an incredible CMO and true brand visionary. This remains the biggest brand renovation in the company’s history. To see the scale of the shift, check out the before and after here.

Great to have Seremoni out in the world! Check out this amazing article about Saif and the team in forbes!

Why is the fish at your favorite sushi bar so delicious? It starts with how the fish was processed. Most fish in Japan are harvested using the ike jime method. An artisan technique developed hundreds of years ago that humanely processes fish at the moment of catch and results in remarkable flavor and texture. Almost none of the fish we eat in America, even at high end fishmongers, is handled this way. The result is that fish start to develop fishy flavors while they’re on the boat. Up to a third of potentially saleable fish never make it to the plate. Seremoni is a company with a deep reverence for Nature and a goal to help independent American fishermen make the most of their catch while reducing waste. They’ve created a technologically advanced method of ike jime that will introduce more of us to truly exceptional seafood that doesn’t come with an extractive mindset. Featuring seasonal wild fish from the East and West Coast, Seremoni is next level delicious and available at the grocery store. Currently at Happier Grocery in NYC. Positioning, brand identity, packaging, photography, and motion by Creech. Photographer and Director: Lucia Bell-Epstein at Laird and Good Company. DP: Andrew Price Fish footage: Geoffrey Knott Food stylist: Pearl Jones Prop stylist: Sophie Pappas Illustration: Fried Cactus Studio

Eating, cooking, growing. Many of our favorite projects have been food and agriculture-related. With occasional exceptions, there’s usually something bigger than just a delicious product. Good fast food, rescued food, food security, food sovereignty, independent seed companies, a commitment to regenerative agriculture, direct trade coffee, grass-fed dairy, those are all things we believe to be important. In our minds, if a company does anything related to food or agriculture and cares about any of the above, they should be working with a studio who also cares deeply about these things.