Design: B&B studio
Pictures: Bio&Me & Kimberly Espinel
Project Type: Produced
Packaging Contents: Granolas
B&B studio celebrates the delicious diversity of plant-based eating with new brand creation Bio&Me
B&B studio has designed the identity for gut-loving food brand Bio&Me, co-founded by leading gut health expert Dr Megan Rossi, founder of The Gut Health Doctor. Bio&Me has been created to bring clarity, credibility and convenience to the world of gut health, as well as celebrating the delicious diversity of plant-based eating.
The initial launch comprises four gut-loving granolas, expertly created by Dr Rossi, that each contains 15 of the 30 different plant-based foods she recommends for optimum gut health each week, giving the gut microbiota (the community of trillions of microbes, including good bacteria) the diversity it loves to help it thrive. B&B studio has created the brand from scratch, working closely with Dr Rossi and CEO Jon Walsh, to deliver the strategic positioning, brand naming and identity, which has been brought to life across multiple touchpoints, from packaging design to digital communications.
From clinical codes to delicious diversity
In a category full of confusion, misleading claims and products with added unnecessary ingredients, Bio&Me is a gut health brand with trust at its heart. Empowered by the expertise of Dr Megan Rossi, B&B has created a brand that confidently positions itself around the diversity and abundance that positive gut health thrives on.
The brand design celebrates this positioning, with abundance appearing across every touchpoint of the brand’s visual and verbal identity. The design communicates taste and positivity, with a sense of energy combined with warm grown-up foodiness. The name and word mark, with its bespoke ampersand, invites a personal connection between the individual consumer and the brand, reflecting the understanding that everyone’s biome is completely unique to them. Wider communications empower the consumer with real digestible facts about gut health.
The packaging design and website include textured food illustrations to represent the rich variety of multiple plant-based ingredients in the product, while social assets also embody the ‘more the merrier’ optimism of the brand. The colour palette is rich and energising, whilst retaining a natural earthiness.
A friendly identity
Shaun Bowen, Creative Partner at B&B studio, says: “Our brand identity for Bio&Me creates an optimistic language for talking about gut health, expanding consumers’ knowledge without taking away from the joy of eating. Every element of the design embodies this, providing health-conscious consumers with information about gut health, whilst communicating great taste.”
Making gut-health accessible
Dr Megan Rossi, Registered Dietician, Nutritionist and Co-Founder of Bio&Me says: “Bio&Me is a brand that proves you can make products that taste good as well as being genuinely good for your gut. It’s a brand that makes looking after your gut easier and delicious. We wanted to strike a balance between offering expert guidance in a way that doesn’t feel restrictive or clinical, whilst also celebrating taste. B&B has captured the spirit of the brand so that it feels exciting and approachable for our consumers. The brand creation represents Bio&Me in a truly authentic way.”
Bio&Me is available in Waitrose, Whole Foods, Planet Organic, Selfridges, Booths and As Nature Intended with four flavours, Raspberry & Beetroot, Cocoa & Coconut, Apple & Cinnamon and Super Seedy & Nutty.