Probiotic Powered Rebrand

CONTEXTGanedenBC30 was an established probiotic ingredient with strong market recognition, but its brand expression had not kept pace with its growth. Marketing materials were visually inconsistent, collateral lacked a unified system, and the brand did not yet communicate the level of authority, maturity, and leadership it had earned in the food and beverage ingredient space.

GOALRefresh and systematize the GanedenBC30 brand to create a more consistent, confident, and market-ready identity. The goal was to strengthen the brand’s position as a leading probiotic ingredient for foods and beverages while giving internal teams and external partners a clearer framework for developing marketing materials.

MY ROLEAs Art Director for the brand, I led the creative direction of the BC30 rebrand from strategy through execution. I helped shape the visual identity system, developed brand guidelines, and personally designed the majority of the work shown here, including key collateral, presentation materials, trade show graphics, and brand applications.

APPROACHThe process began with strategic discussions around what the GanedenBC30 brand had represented historically and how it needed to evolve for the future. From there, the visual identity was refined into a more cohesive brand system that could support sales, marketing, trade show, and customer-facing communications.

Building from the equity of the existing logo and vibrant color palette, the refreshed system introduced stronger imagery, bolder graphic angles, clearer hierarchy, and a more consistent visual language across collateral.

New brand guidelines were developed and distributed across the company and its vendor network, helping ensure that the brand could be applied consistently across print, digital, presentation, and trade show materials.

When the decision was later made to simplify the product name from GanedenBC30 to BC30, the brand system was adapted again. The updated mark preserved recognizable elements from the original identity, including the circular form and darker color cues, while creating a simpler, more modern, and more impactful logo for the next stage of the product’s growth.

OUTCOMEThe refreshed BC30 brand became more defined, mature, and unified, allowing the product to communicate with greater authority and consistency across marketing channels. The stronger brand system helped support continued market growth, increased visibility, and broader recognition of BC30 as a leading probiotic ingredient for food and beverage applications. The brand continued to gain momentum and was later acquired by Kerry, a global leader in food ingredients.

The outcome of the BC30 rebranding project really helped take the brand to the next level, establish it as the top probiotic ingredient for foods and beverages and, as a result, find more opportunities in the marketplace.

Erin Miller

Brand Manager, BC30 (past)

Design Credits
Megan Steele
Michael Ebner