Theo Lewitt
Copywriting | Content Direction | Creative Strategy
Good Bacteria is the very first rotating probiotic system of its kind. It’s flagship product, Rotating Synbiotic, delivers a new blend of prebiotics, probiotics, and a postbiotic each week, feeding your gut the variety it needs to build resilience.
Your gut thrives on diversity. Diet, lifestyle, and environment all shape your microbial community. In a highly competitive supplement market dominated by a largely static approach to probiotics (think, the same strains every day), Good Bacteria takes a dynamic, systems-focused approach, designed to replicate the ever-changing microbial exposures found in traditional, pre-industrialized diets (rich in fiber and fermented foods) and thriving natural ecosystems. It’s about rewilding your gut, and returning to a more natural way of being.
I joined Good Bacteria pre-launch as Director of Brand & Creative, working in close partnership with the Founder/CEO and Chief Wellbeing Scientist to develop the brand’s core language and creative platform. Alongside the brand’s design agency (Landscape), and my network of collaborators across photography and film, I had the pleasure of developing the core brand tagline, brand tone-of-voice, product positioning, product description, product packaging language and starter-kit zine, brand photography, and website copy. I also worked closely with our partners at Color Theory to oversee organic social content.
