Bio-Kult is the UK’s No. 1 probiotic brand and sells across the world. They are trusted by retailers, consumers and medical professionals alike, and they have a lot of brand equity. But despite their intricately tested, pioneering products, contemporary brands with clearer navigation and ranging systems were starting to eat into their market share, highlighting areas where Bio-Kult could do more to educate and engage their consumers.

They have a superior quality product to most of their competitors, all made by their scientists in the UK and robustly tested, but this quality wasn’t coming through either in the brand or on pack. We came in to help them evolve their brand and packaging, building on their strong brand awareness and ensuring they remain a market leader in making microbiome health accessible to everyone.

Bio-Kult already visually stood out from competitors on-shelf, so we didn’t want to lose their distinctiveness or recognisability, but the brand needed updating and modernising. We relooked at their logo, balancing a trusted feel with a more accessible, sans serif bespoke typeface. We also evolved their well-known flower to radiate outwards, denoting brightness, happiness and health.

Their ranging and navigation system needed to be much clearer, but there are legal constraints on what a microbiome and probiotic brands can say about their products. With this in mind we relooked at the description of each product, creating new messaging and a suite of icons that help the shopper understand better why to pick one product over another and navigate through their ranges.

Altogether we developed an evolved brand that was much more simple, clear and consistent, helping to build brand awareness and be more accessible to everyone looking to improve their gut health.

Bio-Kult launch their new brand in early 2023 so watch this space for more news.