SMART STRAINS by B&B Studio reimagines the probiotic aisle with targeted design thinking
This new supplement range challenges traditional probiotic supplements with targeted, clinically proven strains designed for specific health needs. Here’s how the brand’s thoughtful design and strategic approach are reshaping the probiotics space.
The probiotics industry has long been dominated by the idea that more is better, more specifically, that more bacteria means a better supplement. However, B&B Studio and Dr. Megan Rossi, the Gut Health Doctor, set out to challenge this thinking with the launch of SMART STRAINS, a revolutionary approach to gut health supplements.
In partnership with Rossi, B&B Studio has created a range of supplements based on the clinically proven benefits of individual bacterial strains tailored to specific needs rather than relying on generic, high-dose products. The brand is built on the idea of “the right strain, at the right time, in the right way”, a concept that sets SMART STRAINS apart from the usual billion-to-one shots offered by other probiotic brands.
For Lisa Desforges, head of strategy at B&B Studio, the creative and strategic brief for SMART STRAINS was clear from the outset: it had to articulate how the brand was different in a way that was both visually and verbally compelling.
“It was clear from the start that this brand would be offering consumers a whole new way to understand and use probiotics,” she explains. “The opportunity for design was born from what could have been seen as a challenge – the fact that each product was a different strain, with a different delivery system, in a different-shaped box, for a different consumer.”
Rather than being overwhelmed by this diversity, B&B saw it as an opportunity to create a “family of specialists” through a design system that could accommodate this variety while still presenting the products as part of one cohesive brand.
“We wanted people to recognise and trust the brand overall and understand the different products available that would potentially suit other members of their own family,” Lisa says. “The colour-block system creates that family feel across different formats, while product illustrations, language and colour-coding demonstrate the individual specialisms.”
At the core of SMART STRAINS is a commitment to making probiotics effective and easy to understand. The “right strain, at the right time, in the right way” positioning helped shape the design, ensuring that each product is tailored to a specific need while still fitting into a unified, recognisable brand family.
The clean, precise visual identity balances scientific credibility with accessibility, using bright colours, clear typography, and friendly fonts to make these clinical products feel approachable for everyday consumers.
This accessible approach was crucial in an industry often clouded by jargon and misinformation.
According to Lisa, the probiotics space is filled with noise and misinformation. She says: “We spent a lot of time exploring the language of healthcare, analysing the different voices of the patient, the healthcare professional, and the clinical researcher.
“We were then able to create layers of information, from very straightforward product names based on need, through to more detailed clinical information on each strain.”
On the packaging, typography plays an essential role in communicating this mix of simplicity and scientific expertise. Bold and friendly fonts create instant impact, while smaller type and italics offer functional information, breaking down each strain’s benefits, correct dosage, and usage instructions.
For Dr. Megan Rossi, SMART STRAINS is more than just a new product line; it’s the culmination of years of research and a passion for improving people’s understanding of gut health. “After the success of Bio&Me, I felt confident about working with B&B on this project,” says Dr Megan, who holds a PhD in probiotics.
“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.”
The goal of SMART STRAINS is to offer a smarter, more targeted alternative to generic supplements. Each product in the range is designed to address a specific health concern, from digestion to immunity, with its own unique strain and delivery system. Whether it’s capsules, sachets, or liquid, each format is tailored to ensure that the right strain is delivered in the most effective way.
One of the key challenges B&B faced in developing the visual identity for SMART STRAINS was balancing clinical credibility with a welcoming, everyday feel. The probiotics space has traditionally relied on health claims and scientific endorsements, but the challenge here was to make the brand feel both scientifically sound and accessible.
“It felt right to use bright colours and friendly fonts to make the products accessible, but it was important to balance that everyday feel with the reassurance of clinical credibility,” Lisa explains. “This is achieved through the rigidity of the blocking system, the precision of the product icons, the italic typography, and the endorsement of The Gut Health Doctor on the front of pack.”
The result is a brand that feels both approachable and authoritative – a visual and verbal identity that communicates the serious clinical research behind the product while making it easy for everyday consumers to understand and use.
Looking to the future, B&B and Dr Megan hope that SMART STRAINS will not only change the way people think about probiotics but also set a new standard for how supplements are created.
“We’d love to see more brands born out of real science rather than seeking to benefit from unproven health trends,” says Lisa. “SMART STRAINS evolution will go at the pace of clinical research – as the specific benefits of more probiotic strains are uncovered, more products can enter the range.”
In an industry full of buzzwords and unproven claims, SMART STRAINS offers a refreshing, evidence-based approach to gut health. With its precise formulation, clear messaging, and inviting design, this new brand hopes to reshape consumer expectations and set a new standard for probiotics.
