Description:

An unhappy gut isn’t just a burden on the digestive system. It affects your entire livelihood, draining confidence, calm, and colour from your day-to-day. As gut-health specialists, My Way Up believe in a world where health doesn’t hold us back. With evidence-based formulas, quality natural ingredients and an inclusive ethos, the spirit of My Way Up is right there in the name: personal, process-led and effortlessly positive.

We were tasked with bringing this unique positioning to life, highlighting the restorative power that My Way Up brings to people’s lives. Taking cues from the proven efficacy of their natural ingredients, we landed on the overarching concept of ‘Super natural’, reflecting the innate superpowers of the human body that can come naturally to us all with the right support.

At the heart of this new identity is ‘Superbiome’, a living, breathing colour system that adapts and evolves just like the gut does. More than just a vibrant palette, the Superbiome is an expressive storytelling tool, inspired by the ever-changing ecosystems we all house within. This visual system reacts in real-time, generating a unique output based on the different “ingredients” that are fed into it. Just like our own microbiomes, no two outputs will ever be the same. In a category filled with surface-level platitudes and sterilised sameness, the kaleidoscopic Superbiome brings back a sense of awe, pulling us back into conversation with the wondrous inner workings of our own bodies.

This hyper-hued colour system contrasts with the more calm, clinical palette used across packaging and functional touch-points. This tension is purposeful too, grounding the emotive expressiveness of the colour system with a sense of scientific rigour and credibility. Personalised and powerful, the Superbiome is an extraordinary identity for a range of super natural products.