Micro vitality

The Challenge

Zoe Watson and Sofia Paschenti had developed something remarkable: a swallowable capsule that provides precise, non-invasive sampling of the small intestine microbiome. Their pH-dependent coating bypasses stomach acidity, and a proprietary self-locking mechanism prevents contamination. It was a paradigm shift in microbiome research.

The technology was proven. But with their first human study approaching in Q2, they needed more than a device. They needed a complete at-home sampling kit that could guide anxious users through a multi-step process: fasting, swallowing, waiting, recovering. All while building trust in a product they'd never seen before.

They needed packaging that felt as innovative as the science inside. And they needed a design partner who could move fast, work within startup constraints, and genuinely care about the mission.

That's why they came to us.

Why This Product Matters

The small intestine is one of the body's most critical biological systems, and one of the most difficult to access. Traditional sampling requires invasive endoscopic procedures. Existing capsule technologies are either too academic, too large, or too intimidating for everyday patients.

Microvitality changes that. Their capsule is the size of a DayQuil, non-toxic, and designed to flex without causing irritation. It unlocks biomarker discovery, precision medicine, gut-brain axis research, and diagnostics, all from a simple at-home collection.

The target users? Women with SIBO and other gut health issues who have historically been dismissed by their doctors. The "IBS girlies" who are tired of being ignored. They're motivated, engaged, and ready for a solution that finally takes them seriously.

This isn't just a diagnostic tool. It's gut health for everyone.

Our Thinking

We started with the user journey. From the moment the package arrives to the moment the sample ships back, every touchpoint matters. Users are being asked to swallow a medical device and retrieve it from stool. That's uncomfortable. The packaging needed to transform apprehension into confidence.

We identified the key friction points: anxiety about swallowing, complexity of the multi-step process, uncertainty about timing, and the inherent "ick factor" of recovery. Each of these became a design opportunity.

The competitive landscape told us what to avoid. Competitors like Nimble and Pelican were too academic, and the average person wouldn't understand their packaging. Envivo's capsules were too large and intimidating. Microvitality needed to feel trustworthy to consumers AND credible to clinicians. Clean, but not clinical. Approachable, but science-based.

Our north star was simple: make the capsule the hero.

The Solution

We designed a complete at-home sampling kit built around three principles: clarity, calm, and care.

Clean, Airy Aesthetic

The client's number one priority was "clean." We delivered packaging that feels light, modern, and trustworthy. Not dark, not clinical, not intimidating. A discreet corrugated outer box protects a rigid inner tray system, creating an unboxing experience that immediately puts users at ease.

Capsule as Hero

The first thing users see is the capsule itself, presented beautifully, clearly labeled, impossible to miss. This deliberate hierarchy builds confidence from the first moment. The bright green capsule also serves as a visual cue during recovery, making the process less stressful.

Step-by-Step Guidance

We mapped the complete user journey (delivery, unboxing, preparation, ingestion, waiting, recovery, return) and designed instructions that guide users through each stage. A printed card with QR code links to video instructions. Clear warnings about what not to consume. Empathetic language that acknowledges they haven't eaten in 12 hours.

Regulatory-Ready Structure

The three-tier packaging system meets FDA Class 2 and MHRA Class 2A requirements. Tamper-evident seals, lot tracking, patient ID stickers, and pre-paid FedEx Cat B return labels are all integrated seamlessly into the design. Compliance without compromise.

The User Experience

We designed the experience around four pillars:
• Clean: Only provide what information is absolutely needed, at the right time
• Responsible: Organization builds trust. Every component has a clear home. Every element is clearly labeled. • Friendly: Plain language, not scientific jargon. Speaking directly to the user. Acknowledging the hard parts.
• Quality: Trust is built through craftsmanship. Precision fitment. Presentation that earns confidence.

The Brand Expression

The packaging became the first physical expression of the Microvitality brand. We translated their positioning ("gut health for everyone") into every detail:

• Typography that balances warmth with scientific credibility and a color palette that feels airy and trustworthy, avoiding the dark tones of competitors
• Instructional design that shows care without being condescending
• A premium unboxing experience that differentiates from academic competitors The result is packaging that patients want to trust and doctors want to recommend.

The Outcome

The Microvitality sampling kit is now ready to support the company's next chapter.

For patients:
• A gut health test that finally takes them seriously with a kit they feel confident using at home, on their own
• Clear, empathetic guidance through an unfamiliar process

For clinicians:
• Professional packaging that reflects the science inside
• Regulatory-compliant design ready for clinical use
• A tool they can confidently recommend to patients

For the founders:
• First human study launched Q2 2026 with the new kit
• Packaging that helped secure funding and launch the brand
• A physical expression of their mission: gut health for everyone

Why We Took This Project

Zoe and Sofia weren't building another diagnostic gadget. They were trying to solve a problem that affects millions of people, especially women who have been dismissed and ignored by the healthcare system. They had the science. They had the capsule. What they needed was packaging that could carry their mission into the world.

That's the work we exist to do.

The world doesn't need more intimidating medical devices. It needs products that meet people where they are (at home, anxious, hopeful) and help them take control of their health. The Microvitality kit does exactly that. We were proud to help bring it to life.