Pendulum

BRAND IDENTITY
Art Direction

The microbiome space is a crowded one, and historically, it’s also pretty limited: you’re either getting probiotics from yogurt and supplements, or you’re taking a synthetic drug. Enter Pendulum, which has pioneered a breakthrough sequencing technology that provides the best of both worlds: something as efficacious as a drug, but as gentle and natural as a supplement. By restoring your gut’s microbiome and thus, your overall health, Pendulum came to us at launch with their initial product lines and the opportunity to help millions.

This essential relationship between nature and science laid the foundation for the brand name and design ethos. The entire visual system represents dichotomies working together: a traditional, scholarly serif paired with a modern sans logo; clean neutrals with rich, warm natural tones; minimalist product shots with vibrant nature photography.

Anchoring this system are the lissajous curves, created by the back and forth swing often found in sand pendulums. Reminiscent of the organic curvatures found in nature, yet born from exacting and mathematical outputs, these shapes manifest our brand idea: that nature and science are meant to work in harmony.