FERTILE GUT — Brand Identity & Packaging Design

Science-Backed Wellness, Designed for Real Life

A comprehensive branding refresh and packaging system for Fertile Gut, elevating their science-backed formulations into an empowering, modern wellness experience for women at every stage.

PROJECT SERVICES

★ Rebrand Package A: The Facelift

★ Add-on: Packaging Design

Various health and supplement products on a pink surface, including test tubes, a beaker, a container of probiotics, a box labeled gut plus hormone, and a large pouch of cacao latte, with ingredients like strawberries, mint, flax seeds, and chocolate pieces.

THE CONTEXT

Fertile Gut exists to help women understand and support their gut and hormonal health at every stage of life. Their formulations are clean, plant-based, and heavily researched. However, the brand needed an identity that matched the efficacy of their products.

THE CHALLENGE

The wellness market is saturated with brands that are either too clinical (feeling medicinal) or too fluffy (lacking scientific credibility). Fertile Gut needed to find the middle ground. The challenge was to create an identity that felt intelligent but not clinical, empowering but not performative, and stylish without sacrificing substance.

PHASE 1: THE STRATEGY

A Warm,
Clinical Approach

We anchored the brand strategy in the concept of "Warm but Clinical". The goal was to make Fertile Gut feel like a blend of a trusted nutritionist and your softest self-care friend. The tone of voice is designed to be confident but not loud, and knowledgeable but never preachy. It’s about translating complex microbiome science into simple, confident choices.

The image shows a title slide with a light blue background. The text reads "01 - The Brand" where "01 - The" is in black, and "Brand" is in orange with a cursive font.

PHASE 2: THE IDENTITY SYSTEM

Familiar, Yet Elevated:
The Power of a Refresh

Not every rebrand requires tearing down what already works. Fertile Gut had an existing, loyal customer base that recognised their logo. Instead of starting from scratch and losing that hard-earned brand equity, we chose to strategically refine the existing mark.

We simplified and tightened the visual hierarchy. By removing the old tagline and moving the leaf motif to act as a signature accent alongside "fertile," we created a much more cohesive and visually balanced lockup.

More importantly, we shifted the emphasis. The word "GUT" is now bold and prominent, directly reflecting the brand's core focus: the gut is the foundation of overall wellness.

Logo comparing two designs for Fertile Gut, a health or wellness brand, with the previous logo on the left featuring teal and gold text, a leaf graphic, and the words 'NOURISH • CONCEIVE • GROW'; and the new logo on the right in orange with a leaf graphic and bold 'GUT' text.
A color palette chart with seven color swatches labeled from left to right: Mint, Soft Mint, Blush, Bold Orange, Near Black, Near White, with hex color codes, CMYK and RGB values for each.
A graphic design layout with icons and descriptions promoting Australian-made products, natural ingredients, gut health support, gluten-free and non-GMO products, free shipping on orders over $150 AUD, a VIP club with probiotic points, and instructions to download icons. The layout is titled 'ICONS' and includes various orange icons representing different health and product features.
A digital poster with sections including customer reviews, a sample product review, and an image of a hand holding a bowl of fresh vegetables. The poster promotes gut health education, sharing reviews and comments on gut health products, with example templates and guidelines for social media sharing.

PHASE 3:THE PACKAGING REVEAL

Gut + Protein

The new visual identity was immediately put to work on the launch of the Gut + Protein product. We needed the packaging to stand out on a crowded shelf while remaining clean and informative. The soft blush background paired with the bold orange logo creates a striking, modern contrast that feels both luxurious and approachable.

To celebrate the launch of Gut + Protein, we also designed a custom PR Mailer that turns an ordinary delivery into an educational brand experience.

A pink package of GUT+ Protein powder with vanilla flavor, showing front and back views, highlighting nutritional information and product features.
A hand holding a scoop labeled "Feed Your Microbiome" over an opened pink package of Fertile GUT + Protein powder, with a pink background.
A woman sitting on a beige couch, smiling and looking down, with fitness and health products on a white marble table in front of her, a bag of gut protein powder, a pink tumbler, and a copper spoon.
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