B&B has partnered with Dr Megan Rossi, The Gut Health Doctor in the creation of new supplements brand SMART STRAINS®. The agency previously worked with Dr Rossi back in 2019 to create the successful gut health food brand Bio&Me.
SMART STRAINS® is a new range of targeted live bacterial strains formulated by The Gut Health Doctor to treat everyday ailments. The brand offers a revolutionary way to take probiotics – harnessing the clinically proven benefits of individual strains to support specific conditions – rather than relying on unproven and potentially ineffective everyday probiotic shots or tablets.
The right strain, the right time, the right way
B&B‘s strategic approach challenged the conventional wisdom within the probiotics space that billions is always better. Instead of taking billions of bacteria every day, SMART STRAINS® is positioned around the idea of taking the right strain, at the right time, in the right way. Leaning into the brand’s expertise in clinical research, dosage and delivery, this positioning makes sense of SMART STRAINS® diverse range, which includes liquid, sachets and capsules across four different indications.
A family of specialists
When it came brand design, the key challenge was to create a unified feel across these four very different products. B&B was inspired by the concept of a family of specialists, as a category challenge to the catch-all approach of less targeted supplements. Clarity of language was key, and the brand name (also created by B&B) enabled messaging that instantly called out who and what the strain is for. The design complements this copy-led approach, with a two-tone colour-coded blocking system that combines unity with flexibility across differently-shaped structures. Beyond pack, the visual identity system sets a usable template for both digital and printed communications.
Bacteria that’s not a billion-to-one shot
The overall brand feel has been carefully created to balance the reassurance of clinical expertise with a desire to make using targeted probiotics feel simple and accessible to the everyday consumer. On-pack, welcoming and easy-to-understand language is combined with the details of each individual bacterial strain, while across communications, simple metaphors are used to build awareness of this more effective and targeted approach to using probiotics.
“It has been fascinating to learn more about the specifics of individual probiotic strains and their efficacy against different symptoms,” says B&B‘s Head of Strategy, Lisa Desforges. “And it’s great to know that we’ll be helping people get supplements they need rather than just crossing their fingers with a generalised supplement. We’re huge fans of Dr Rossi’s work to help people understand gut health, and it has been a real pleasure to work with her again.”
“After the success of Bio&Me, I felt confident to work with B&B on this project,” adds Dr Megan Rossi. “Since gaining my PhD in probiotics, this is an area I’m incredibly passionate about. The science has moved on and there’s no evidence to suggest that a generalised, daily probiotic will do anything to support general gut health, despite the marketing hype. SMART STRAINS® has been years in the making because it is a real mission of mine to help people understand how to use live bacterial strains effectively and only when you need them – with the right strain, at the right time, in the right way. I couldn’t be more proud of what we have created with SMART STRAINS®.”
Source: B&B studio
B&B studio launches a second brand creation in partnership with The Gut Health Doctor – the supplements range SMART STRAINS® a revolutionary new approach to taking probiotics added by newsroom on
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