AYABiome is a concept in development for a client introducing turmeric postbiotics into a supplement market saturated with claims, trends, and competing voices. With limited budget and attention, educating consumers on an entirely new scientific term is unrealistic. Instead, the strategy focuses on reframing something already universally recognised: turmeric.

Rather than leading with postbiotics, the narrative centres on a transformed version of the world’s most familiar “wonder herb.” Fermentation becomes the quiet hero, a process that upgrades turmeric into a source of bioactive postbiotic compounds, without asking the audience to learn new language upfront.

The creative platform, “Turmeric, transformed,” positions AYABiome as evolutionary rather than revolutionary: familiar enough to trust, advanced enough to stand apart.

To cut through the seriousness and self-importance that dominates the supplement category, the work deliberately introduces moments of humour. Creating contrast, approachability, and memorability, while still respecting the science behind the product.