Pendulum
Building a brand identity for the future of gut health
Pendulum’s new identity brings the science of gut health to life in a bold, human way. With Halle Berry as spokesperson, the brand moves beyond the clinical wellness space into a lifestyle presence that makes advanced probiotics accessible to more people.
Where Science Meets People
Pendulum’s reputation for scientific credibility was firmly established in the clinical space. Yet, as the company set its sights on broader consumer adoption, it faced new branding challenges.
The brand needed to communicate complex science with clarity and confidence, while also building an emotional connection with everyday consumers navigating metabolic health, diabetes, or simply striving to feel better. At the same time, Pendulum had to carve out a distinctive presence in an increasingly crowded probiotic marketplace.
Paul Woods, Chief Design Officer at Alice“Pendulum brings unmatched scientific rigor to probiotics. We built an identity on that foundation—credible at its core, yet deeply human and emotionally resonant.”
Colleen Cutcliffe, CEO & Co-founder, Pendulum“We needed a partner who could take cutting-edge science and translate it into something people not only understand, but feel. Alice helped us build a brand that reflects our clinical rigor, but also is personal, warm, and distinctly human.”
A Platform for Growth
Pendulum’s refreshed identity encapsulates more than consumer aspirations—it reflects the company’s integration into clinical innovation. As the first consumer microbiome company to co-develop a scientific registry with Mayo Clinic, Pendulum is helping advance microbiome research while exploring new treatments and applications for metabolic health.
These collaborations provide a foundation that strengthens the brand’s credibility in clinical contexts and supports its ambition to bring cutting-edge probiotic innovation to a broader audience.