Alice rebrands Pendulum to make science-first probiotics resonate with a new generation

Biotech company Pendulum, known for its clinically proven microbiome-targeted probiotics, has unveiled a refreshed brand identity by US design and technology agency Alice. With Academy Award-winner Halle Berry as spokesperson and chief communications officer, Pendulum is expanding beyond the clinical wellness space to connect with lifestyle-conscious consumers. The brand’s new identity by Alice balances scientific credibility with a bold, human-centred design system, making the invisible world of gut health both engaging and emotionally resonant.