{"id":11970,"date":"2026-03-01T22:00:00","date_gmt":"2026-03-02T03:00:00","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=11970"},"modified":"2026-03-01T22:00:00","modified_gmt":"2026-03-02T03:00:00","slug":"shelf-life-101-unpacking-natural-nostalgia-with-wedge","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=11970","title":{"rendered":"Shelf Life 101: Unpacking Natural Nostalgia With Wedge"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Wellness branding has been using the same playbook for years. Think clinical reassurance designed to signal legitimacy, paired with a quiet avoidance of anything that might actually look good to consume. The alternative isn\u2019t much better, with brands that feel like the output of a venture capitalist\u2019s fever dream.<\/p>\n<p>But Equip\u2019s rebrand, led by Wedge, steps away from kitsch <em>and <\/em>clinical and plays around with the future of health by looking more like CPG\u2019s past.\u00a0<\/p>\n<p>Wedge coined the term \u201cnatural nostalgia\u201d to guide the work. And unlike the catch-all label of \u201cmodern heritage,\u201d which has become a kind of strategic security blanket for the risk-averse, natural nostalgia is a stance I can get behind.\u00a0<\/p>\n<p><button id=\"expand-paywall-button\" class=\"expand-paywall-button\">Subscribe to Read More<\/button><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/thedieline.com\/shelf-life-101-unpacking-natural-nostalgia-with-wedge\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Wellness branding has been using the same playbook for years. Think clinical reassurance designed to signal legitimacy, paired with a quiet avoidance of anything that might actually look good to consume. The alternative isn\u2019t much better, with brands that feel like the output of a venture capitalist\u2019s fever dream. But Equip\u2019s rebrand, led by Wedge, [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":11971,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[3051,3052,3662,3181,3663,3664,3665,3666,3667,3668,3110,3669,3670,3671,3672,1052,3673,3674,3675,3676,3677,3678,3679,3120,3680],"class_list":["post-11970","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-packaging-news","tag-brand-identity-design","tag-brand-strategy","tag-consumer-packaged-goods-design","tag-cpg-branding","tag-design-trends-2026","tag-equip-rebrand","tag-food-inspired-branding","tag-health-and-wellness-marketing","tag-health-product-packaging","tag-heritage-inspired-design","tag-minimalist-packaging","tag-modern-wellness-trends","tag-natural-nostalgia","tag-nostalgic-branding","tag-nutrition-branding","tag-packaging-design","tag-protein-powder-branding","tag-science-backed-nutrition","tag-simplicity-in-nutrition","tag-supplement-branding","tag-trust-in-wellness-brands","tag-vintage-packaging-inspiration","tag-wedge-design-studio","tag-wellness-branding","tag-wellness-industry-trends"],"_links":{"self":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/11970","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11970"}],"version-history":[{"count":0,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/11970\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/media\/11971"}],"wp:attachment":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11970"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11970"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11970"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}