SMART STRAINS by B&B Studio reimagines the probiotic aisle with targeted design thinking

The probiotics sector has long been dominated by the belief that more bacteria equals a better supplement. However, B&B Studio and Dr. Megan Rossi, known as the Gut Health Doctor, have introduced a new perspective with the launch of SMART STRAINS, a groundbreaking approach to gut health supplements.
Working together, Rossi and B&B Studio have developed a line of supplements focusing on the proven benefits of individual bacterial strains customized for specific needs, rather than relying on generic, high-dosage products. The concept of “the right strain, at the right time, in the right way” distinguishes SMART STRAINS from the typical one-size-fits-all approach of other probiotic brands.
For Lisa Desforges, B&B Studio’s head of strategy, the goal for SMART STRAINS was to clearly convey how the brand stands out both visually and verbally. She emphasized that the brand offers consumers a fresh perspective on understanding and using probiotics, turning the challenge of diverse strains and delivery systems into an opportunity to create a cohesive brand.
The central focus of SMART STRAINS is to make probiotics effective and easily understandable, with each product tailored to specific needs while maintaining a unified brand identity. The visual design combines scientific credibility with user-friendliness, utilizing vibrant colors, clear typography, and friendly fonts to make the products more approachable for everyday consumers in a field often clouded by technical terms and misinformation.
Dr. Megan Rossi sees SMART STRAINS as the culmination of years of research and a dedication to enhancing public knowledge of gut health. The aim is to offer a targeted alternative to generic supplements, addressing various health concerns with specific strains and delivery methods.
The challenge for B&B was to strike a balance between clinical credibility and consumer appeal in the visual identity. The brand aims to communicate the serious research behind the product while ensuring it remains easy for consumers to understand and use.
Looking ahead, B&B and Dr. Megan envision SMART STRAINS not only changing perceptions about probiotics but also setting a new benchmark for supplement creation based on scientific evidence. The hope is to inspire more brands to rely on real science rather than unverified health fads, with SMART STRAINS evolving based on ongoing clinical research.