A precision-health brand, built end-to-end, ready to launch under three rulebooks at once.

The challenge

Metabolica Health is a Montréal life-science company launching a line of precision daily rituals, each product a researched blend of named probiotic and postbiotic strains and targeted actives, dosed to the levels used in published studies. Three products at launch: Resilio 24™ (the gut–brain flagship, an AM/PM ritual), ReShape™ (metabolic tune up), and Lucid Calm™ (stress and mood).

The science was credible and the founding team was serious. What didn’t exist yet was everything a consumer meets: no consumer brand, no packaging, no website, and, most consequentially, no system for making health claims that could stand up in three different regulatory regimes at once. Metabolica Health sells into the U.S. (DSHEA) and Canada (Health Canada, bilingual), and within Canada, Québec adds its own French-language regime (Bill 96). Two countries, three rulebooks for what you’re even allowed to say. Every word on a box, a page, or an ad must survive all three.

Most founders solve this by stitching together a brand shop, a packaging designer, a web agency, and a copywriter, vendors who don’t talk to each other, with the founder stuck in the middle. Metabolica Health chose the opposite: one senior team to own brand, packaging, web, and content end-to-end, and to build the claim-safe infrastructure their regulatory consultant could simply review and approve.

Plan: strategy, identity, and the rules of the language

We built Metabolica Health’s positioning inside metabolic wellness rather than the crowded “another probiotic” shelf, a frame that earns space next to the category leaders for consumers and a more serious frame for retail buyers and practitioners. From there: the visual identity, the master narrative, the brand voice (precise, grounded, progressive), and the brand pillars.

The piece most agencies can’t do came next: the infrastructure for a claim-safe messaging library, a documented system of structure/function language, per-SKU benefit frames, and a set of cross-product claim swaps that turn a non-compliant sentence into a compliant one. Metabolica Health keeps its own regulatory consultant; what JADX built is the system that consultant reviews and signs off, so compliance becomes plug-and-play.

Produce: packaging, web, and content

Packaging across three SKUs, including Resilio 24™ as a double AM/PM presentation in one box, a 24-hour ritual expressed as a single object, with a morning-to-evening colour system and a regulatory approach designed so claim revisions don’t force a full carton reprint.

Website and quiz funnel, metabolicahealth.com as a pre-launch, email-capture experience: a guided quiz that routes each visitor to the right ritual and captures the waitlist ahead of the SKUs shipping, with web copy written against the claim-safe library so the launch site is compliant on day one.

Content, a library of science-grade articles (the gut–metabolism conversation, named strains versus billion-count claims, postbiotics, stress and the gut), the credibility scaffolding a precision-health brand needs to be taken seriously.

Perform: built to compound

The engagement is structured as a 12-month partnership, not a project: a weekly status cadence, a messaging library now several versions deep, and a design system that gets richer each cycle, so every future asset, in either language, gets faster to produce and more consistent than the last.

As Metabolica Health moves toward launch, the engagement is expanding again. JADX is taking on paid media and social: running the brand’s accounts, drafting posts and producing content in both languages, and building ROAS-focused campaigns. The team that created the brand, packaging, and website will run the growth engine behind it, so performance decisions are made by people who understand the brand, not handed off to an outside media buyer.