The agency evolves the kefir pioneer for its next stage of growth, creating a more distinctive brand built for the future.
The UK’s No 1 Kefir brand, Biotiful Gut Health, has unveiled a new brand world design, created with strategic design consultancy Lewis Moberly.
Having establish kefir as a mainstream offer in the UK, Biotiful is now in a new phase of growth, with bigger and bolder confidence – accelerating scale, expanding its portfolio and strengthening its position as the leader in gut health.
Lewis Moberly was appointed to help reassert Biotiful’s leadership position and create a brand world with distinctiveness and flexibility. The work spans strategy, identity, tone of voice, design and art direction, cementing Biotiful’s purpose and creating clearer principles for how the brand looks, behaves and communicates.
At the heart of the evolution is a shift from a predominantly functional story towards something more human and emotionally engaging. Building on Biotiful’s nutritional credibility, Lewis Moberly introduced greater emotive storytelling, pleasure and the charm of the everyday.
This is captured in a new brand idea “Full of Life”, connecting the live cultures at the heart of the product with a broader sense of everyday wellbeing. A more natural and candid look and feel celebrates real life rather than idealised wellness, making gut health less of a regime and more of an enjoyable part of everyday life.
The identity and packaging has evolved to strengthen Biotiful’s presence and recognition. Existing equities, including its distinctive green and white palette, have been retained and amplified, while a clearer hierarchy puts the Biotiful brand front and centre.
Lewis Moberly also created a more coherent portfolio architecture and flexible design system, giving the brand room to scale and grow.
Julie Crebo, Design Director at Lewis Moberly, said: “Biotiful has already played an important role in bringing kefir into the mainstream. The opportunity was to make the brand look like the leader it rightfully is, building on what made it successful while creating a platform for an even bigger future. We’ve built on Biotiful’s credibility while bringing more emotion and humanity to the brand, making it more relevant in people’s lives.”
Alessandra Zehnder, Head of Marketing at Biotiful, said: “Lewis Moberly has been a true partner through this journey, taking time to understand where Biotiful has come from and where we want to go. The new brand world and identity gives us greater clarity and confidence, as we scale the business, broaden our offer and bring the benefits of gut health to even more consumers.”
The new Biotiful brand will launch across the UK through October 2026.
Source: Lewis Moberly
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