Creech

At @creech_studio , a writer and a designer lead creative direction together.⁠ ⁠ Griffin Creech and Ashley Jones met at Partners & Spade, where they first experienced how language and design could develop together from the start of a project. It’s a structure borrowed from advertising that remains unusual in brand design studios – and it’s shaped work for AG1, Counter Service and Smash Kitchen.⁠ ⁠ In this interview, they explain why positioning needs to come before design decisions get made, what it's like collaborating with founders like Chipotle’s Steve Ells, and why they've publicly committed to never working on alcohol brands. They also discuss how they approach branding products that require educating consumers on entirely new concepts.⁠ ⁠ ———⁠ ⁠ Read the interview at our link in bio.

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, @seremonifish is next level delicious and available at the grocery store. Currently at @happiergrocery in NYC. Positioning, brand identity, packaging, photography, and motion by Creech. Photographer and Director @luuuuush @lairdandgoodcompany DP @andrewlprice Fish footage @geoffreyknott Food stylist @mpearljones Prop stylist @sophiaelenipappas Illustration @fried.cactus.studio

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 @drinkag1 . 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.

Proud to see @rhizome.food win merit in the Design for Good category @artdirectorsclub . Rhizome is a project near and dear to us. A regional food research and incubation company formed as a joint venture between Blue Hill restaurant and Stone Barns Center for Food & Agriculture. The company studies food and farming as one big delicious interconnected subject and puts the people who know the most about both around the same table. The goal? Develop the products and practices that set a blueprint for a new kind of food system, for every region of the country. We’re here for it. Thank you to ADC and thank you to our partners at @rhizome.food @bluehillfarm @stonebarns

Maybe this is a sign that simple feels creative again. It’s definitely a sign that says Sandwiches. Thank you to @artdirectorsclub and thank you to our clients @counterservice.eats for actually doing this.

Art direction update for the loved (and occasionally loathed, depending on what you’ve got your tread cranked up to 🙂) @barrys . The company recently opened their 100th studio and launched their new Ride x Lift classes. The concept behind our work wasn’t just to show the workout, it was to feel the workout. And if you’ve spent a little time in the Red Room, you probably know that feeling. Photographer/director class footage @cameronstrand Photographer/director @sachaycohen DP @jake_carl_magee_ Producer @tannservices

Thrilled to see our work for @persephone.bio win gold at @thedieline awards today! Thank you @thedieline

Nobody reads anymore, but somehow @bookofthemonth is celebrating its’ 100th year. Despite the widely lamented demise of reading, BOTM isn’t just clinging to life. They’re thriving. Campaign concept and tagline + design by us @creech_studio Execution by @bookofthemonth 📕 and @elizabeth_goodspeed Photos by @benrayner 💫

Your cardiovascular system is your heart AND the 60,000 miles of blood vessels fueling your 36 trillion cells. That’s a pretty big deal. In a world where we obsess over our sleep scores and gut microbiomes, isn’t it a little funny we don’t do more for such an important aspect of our overall health? We should. @livehumann does. And has for the last 15 years. As a pioneer in cardiovascular supplements, Humann is built on exceptional science. One of the Nobel laureates awarded the 1998 Nobel Prize for Medicine (for the vital role of nitric oxide in the cardiovascular system) was a founding member of their science board. And in a not so well kept secret, 150 pro sports teams and D1 college teams use Humann products. One thing that drew us to the brand is the emphasis on natural ingredients with clinically studied efficacy. Non GMO beets, tart cherry juice from Denmark, French grapeseed extract, fermented aged black garlic, Italian citrus bergamot, Japanese brown seaweed. It’s a remarkable list. We undertook a complete evolution of the brand, starting with customer research and insight development, moving on to positioning and identity, and a full packaging overhaul. This work was completed last year but as is the case when you’ve got 30-odd SKUs of packaging in thousands of retail doors, the rollout takes a while. It’s great to see it getting out into the world. Studio photography and video @sergiybarchuk @gregtango @mpearljones Lifestyle photos @geoffreyknott

For the last 8 years, we’ve worked closely with @monasterymade and its founder, @athenahewett , across nearly every facet of the brand. Positioning, identity, packaging, photography and motion art direction, shoots, social, emails, website, new products, collaborations, special projects. It’s a pleasure to work with a founder who sets such a high bar. It starts with Athena’s focus on oil-based cleansing. The quality of the ingredients she sources. The philosophy behind every product. Everything is made by hand. And if the team is ever unsatisfied with the quality of an ingredient, they will simply wait, months if necessary, until the materials meet their expectations. How many brands are willing to do that? Monastery is aptly named. A monastery is a place of focus and devotion. The company certainly lives up to that. One last detail: the Monastery coin. It’s a likeness of Athena, the Greek goddess of wisdom, war, weaving, and craft. Chosen, of course, because Athena is also the name of Monastery’s founder.

1,200 months ago, @bookofthemonth was founded in New York City. They continue to bring the best new fiction to their readers every month, from right here in NYC. Congrats BOTM on your first century! First photo by @joe.lingeman

It takes guts to take on ketchup. And mustard. And mayo. That’s what our friends at @smashkitchen did and they did it incredibly well. The first all-organic condiment line at Walmart, co-founded by Glen Powell, crushing it almost from day one, named Inc. Magazine’s Best CPG Startup of 2025 at the end of last year, and now headed to some crispy crunchy new places. Congrats to our friends and partners at Smash Kitchen, we love this design and packaging system we made together and it’s great to see the momentum continue across the aisles. @sameersociety @seankanelive Packaging photos @geoffreyknott