Probiotic Powered Rebrand

CHALLENGEWhile GanedenBC30 probiotic had been around for about 15 years, its promotional materials made it feel like the brand was still trying to find its voice. With disjointed design across collateral and no established guidelines, it was time for the brand to grow up.

OBJECTIVEDesign and develop new branding to convey the bold opportunities that GanedenBC30 brings to the probiotic ingredient space. Implement the new branding consistently across marketing collateral to communicate GanedenBC30 as the leading probiotic ingredient for foods and beverages.

SOLUTIONThe process began with a series of discussions about what the GanedenBC30 brand had represented until that point and what it would be meant to represent moving forward. Once a consensus was reached it was time to design a system that would support the brand in its new incarnation.

Making use of the logo’s existing vibrant color palette, strong imagery and a combination of bold angles, the GanedenBC30 brand was transformed.

New brand guidelines were developed and distributed across the company and its network of vendors, and collateral was rethought and redesigned.

When the decision was later made to drop Ganeden from the name of the product, the opportunity arose for a new brand mark. With consideration for the brand’s existing equity, it was decided that the new version shouldn’t stray too far from the original. While maintaining the circle and the darker hues from the original, the new logo is simpler, more modern, and more impactful.

RESULTSNow more defined, mature and unified, the BC30 brand was able to consistently convey a message of authority and leadership. The brand’s market share grew until it was eventually acquired by a global food ingredient conglomerate, which continues to successfully find new opportunities for this amazing product.

It’s worth noting that the decision was made to design topic-specific ebooks around the topics instead of in-line with the new brand system. This allowed for a more varied experience for the reader of these monthly publications.

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)