Brand Tone

Scientific, authoritative, bold, unconventional, empathetic, and human-centric.

Brand Values

• •Scientific Innovation
• •Transparency and Education
• •Radical Naturalism
• •Uncompromising Quality and Safety
• •Human Connection

Best Practices

• •Lead with the Science, Conclude with the Human Benefit: Always ground the message in scientific innovation but connect it back to a relatable human outcome.
• •Own the "Weird": Do not shy away from the product's origin. Address it directly and confidently, using it as a point of differentiation that underscores the brand's commitment to radical, effective solutions.
• •Amplify "Humans Healing Humans": Use testimonials from both clients and providers to reinforce the community and shared-mission aspect. Frame donors not just as sources, but as part of the healing collective.
• •Educate Relentlessly: Position the brand as a thought leader. Consistently create content that explains the "why" behind the product, delving into the science of the microbiome in a way that is accessible but never dumbed down.
• •Use a Vocabulary of Precision and Purpose: Employ specific brand terms consistently—"postbiotics," "signaling molecules," "human-derived," "ecosystem," "whole biome derived"—to maintain an authoritative and innovative tone. Avoid generic wellness language.

Social Perception

Thaena Inc. is perceived as a highly specialized, premium, and scientifically advanced brand. It is often seen as a last resort or a next-level intervention for individuals with chronic or complex gut health issues (e.g., SIBO, IBS), and by integrative healthcare practitioners as a credible, professional-grade tool. There is a mix of intrigue and skepticism due to the novel product source and high cost, but positive experiences often lead to strong advocacy, viewing the product as revolutionary and worth the investment.

Copy Examples

• •Your gut doesn't need more bacteria. It needs the right signals. ThaenaBiotic® delivers a complex ecosystem of postbiotic messages, derived from the healthiest humans, to help restore the conversation between your microbes and your body. This is beyond probiotics. This is the future of gut health. #ThaenaBiotic #Postbiotics #Microbiome #HumansHealingHumans #Science
• •Tired of Probiotics That Don't Work? Your Body Speaks a Different Language. We harnessed it. ThaenaBiotic® is the world's first human-derived postbiotic, providing the molecular signals your gut instinctively understands. Ask your provider about the postbiotic revolution.
• •Beyond Engraftment: Why Postbiotics Are the Key to Clinical Resilience
• •A new beginning for your gut. Our 7-day reset pack is the perfect introduction to the power of postbiotics. Ideal for navigating travel, stress, or simply discovering what a balanced microbiome feels like. It’s time to change the conversation.
• •Why We Chose Poop: The Radical Science Behind Our Human-Derived Postbiotics