OUR STORY
How Good Norms started:
We’re Kieran and Lily, the founders of Good Norms.
After dealing with our own gut issues - and trying plenty of different products, supplements and routines along the way - we kept coming back to the same thought:
Why had looking after your gut become so complicated?
We wanted something simple. Something thoughtfully formulated. Something you could take once a day without turning gut health into another full-time job.
And importantly, something you’d actually enjoy drinking.
That became Good Norms.
01
Meeting our manufacturers
Before worrying about branding, colours or packaging, we wrote down what we'd actually want from a daily gut product.
- Easy to take.
- Thoughtfully formulated.
- Transparent about what's inside.
- And actually enjoyable.
We didn't want the answer to be throwing as many trendy ingredients as possible into one pouch.
We wanted every part to have a reason for being there.
That led us to work with a specialist microbiome formulation team here in Queensland to start turning the idea into a real product. The original development brief specifically set out to create simple daily gut-health support using a combination of prebiotic fibre, targeted probiotics and postbiotics.
02
First samples
Finally, something we could actually taste.
There’s a strange moment when something you've spent months talking about suddenly exists in a glass in front of you.
Our first visit meant seeing the development process up close and, most importantly, actually trying early versions of Good Norms.
There was plenty of:
“Maybe slightly less sweet.”
“Try that one again.”
“Which glass was number three?”
Getting the functional side right mattered, but so did something much simpler:
Would we actually want to drink this every day?
Taste wasn't something we wanted to fix at the end. The product brief itself called for a fine powder that mixes easily with water, with minimal grittiness and a smooth, refreshing blackberry flavour suitable for daily use.
03
Packaging
Okay. Now it looked like Good Norms.
Seeing the first packaging sample was one of those small moments that felt ridiculously exciting.
We'd spent months looking at colours on screens, moving text around, changing tiny details nobody else would probably ever notice...
Then suddenly there it was.
Our blue pouch. In real life.
Not every decision survived. Not every version looked good. And there were definitely more revisions than we expected.
But slowly it started looking like the brand we'd had envisioned.
OUR STORY
How Good Norms started:
We’re Kieran and Lily, the founders of Good Norms.
After dealing with our own gut issues - and trying plenty of different products, supplements and routines along the way - we kept coming back to the same thought:
Why had looking after your gut become so complicated?
We wanted something simple. Something thoughtfully formulated. Something you could take once a day without turning gut health into another full-time job.
And importantly, something you’d actually enjoy drinking.
That became Good Norms.
01
Meeting our manufacturers
Before worrying about branding, colours or packaging, we wrote down what we'd actually want from a daily gut product.
- Easy to take.
- Thoughtfully formulated.
- Transparent about what's inside.
- And actually enjoyable.
We didn't want the answer to be throwing as many trendy ingredients as possible into one pouch.
We wanted every part to have a reason for being there.
That led us to work with a specialist microbiome formulation team here in Queensland to start turning the idea into a real product. The original development brief specifically set out to create simple daily gut-health support using a combination of prebiotic fibre, targeted probiotics and postbiotics.
02
First samples
Finally, something we could actually taste.
There’s a strange moment when something you've spent months talking about suddenly exists in a glass in front of you.
Our first visit meant seeing the development process up close and, most importantly, actually trying early versions of Good Norms.
There was plenty of:
“Maybe slightly less sweet.”
“Try that one again.”
“Which glass was number three?”
Getting the functional side right mattered, but so did something much simpler:
Would we actually want to drink this every day?
Taste wasn't something we wanted to fix at the end. The product brief itself called for a fine powder that mixes easily with water, with minimal grittiness and a smooth, refreshing blackberry flavour suitable for daily use.
03
Packaging
Okay. Now it looked like Good Norms.
Seeing the first packaging sample was one of those small moments that felt ridiculously exciting.
We'd spent months looking at colours on screens, moving text around, changing tiny details nobody else would probably ever notice...
Then suddenly there it was.
Our blue pouch. In real life.
Not every decision survived. Not every version looked good. And there were definitely more revisions than we expected.
But slowly it started looking like the brand we'd had envisioned.
04
Photoshoot
Our first official Good Norms photoshoot consisted of:
- Lily and I
- One very helpful friend. (Emily)
- A couple of iPhones. A reflector.
- A picnic blanket
- The vision
No studio. No big production crew.
Just us trying to make something we were proud of look as good as we knew it could.
And honestly, we wouldn't really want the beginning to look any other way.
05
Launch
Beyond the formulation, the idea behind it hasn't really changed.
We wanted to create something that:
Makes sense. Works. Tastes good and no crazy diets. Can't wait for people to try it!
Kieran & Lily
Founders, Good Norms
04
Photoshoot
Our first official Good Norms photoshoot consisted of:
- Lily and I
- One very helpful friend. (Emily)
- A couple of iPhones. A reflector.
- A picnic blanket
- The vision
No studio. No big production crew.
Just us trying to make something we were proud of look as good as we knew it could.
And honestly, we wouldn't really want the beginning to look any other way.
05
Launch
Beyond the formulation, the idea behind it hasn't really changed.
We wanted to create something that:
Makes sense. Works. Tastes good and no crazy diets. Can't wait for people to try it!
Kieran & Lily
Founders, Good Norms
Try Good Norms for 30 days, risk free!
Try Good Norms for
30 days, risk free!