The Good Sh*t is a high-fibre brand concept aiming to raise awareness for colorectal cancer.

In a world where everything from Weetabix to Tikka Masala has a high-protein version, it’s easy for other macronutrients like fibre to get ignored. We assume that because something is stamped with “high protein” it means it's healthy and good for us. While ultra-processed snack bars boast about 20g of protein, they’re fuelling Gen-Z and Millennials' protein cognitive biases, leading to the rise in colorectal cancer diagnoses and silent gut issues. 

Introducing The Good Sh*t, a high-fibre whole foods brand raising awareness for colorectal cancer. Going against the grandma aesthetic category norms, the brand is designed to gamify your internal health, bridging the knowledge action gap by partnering with MyProtein and appearing at Battle Cancer – we’re meeting the gym community where they already are. This project tackles current relevant trends and issues, addressing the spread of health misinformation online and raising awareness around a rising health risk amongst the UK public.

I'm currently employed as a Junior Graphic Designer with the Concepts and Collaborations team at LUSH.