Solo brand build · Brand strategy · Product design · Identity
STREPTA
Oral care is split between harsh antiseptics that harm the oral microbiome and natural brands built on aesthetics. STREPTA is a probiotic oral-care brand for the gap between them, built from nothing, alone.
- Type
- Solo university project
- Built
- Naming to go-to-market
- Products
- Gum, rinse, oil shots
- Audience
- Ages 25 to 40, health-literate
The gap
The microbiome conversation has changed how people think about gut health and skincare, but it hasn't reached the mouth. STREPTA sits between clinical science and premium design, drawing on the old ritual of oil pulling.
Existing brands either kill bacteria indiscriminately or do almost nothing. There is a third category nobody has claimed.
The market
Legacy antiseptics
Listerine, Colgate, Oral-B. Effective and trusted, with no care for the microbiome.
Natural and wellness brands
Aesthetics first and thin on science.
Clinical brands
Right on the science and wrong on the experience.
STREPTA
Science-backed probiotic care with premium design and a sense of ritual.
Three products, one system
Each product covers a different moment in the routine. Together they form one regimen, and each also stands alone, so people can start at any price.
STREPTA Gum, $4–6
Xylitol with S. salivarius K12 and L. reuteri, for between meals.
STREPTA Mouthwash, $8–12
Alcohol-free with xylitol, aloe vera and probiotic strains, morning and evening.
STREPTA Oil Pulling, $12–15
Single-serve vials of cold-pressed coconut oil with spearmint and probiotic culture, as a weekly ritual.
A cold, credible brand
The name comes from Streptococcus salivarius, the key probiotic strain. Naming the brand after the science is itself a positioning decision.
The identity is deliberately cold: deep navy, steel blue and clinical white, with one warm linen accent for the oil line. It avoids both the warm greens of natural wellness and the electric blues of dental brands. Claims are footnoted, and active ingredients are named with their strains.
The campaign
An editorial out-of-home series built around the gum as an everyday carry. The tension is between how people actually live, with fast food, commutes and packed subways, and caring for themselves within those moments. AI assisted the production once the creative direction was set.
What I took from it
STREPTA is the project I am most proud of because I built it alone. Naming, product logic, positioning, identity, pricing and go-to-market were all mine to make and defend. Without a group to agree with, you are forced to learn the difference between an insight and a preference.