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Universal Favourite has delivered a thoughtful and strategic rebrand for Best of the Bone, a wellness-focused bone broth product entering the mainstream health space. Known for its simplicity and nutritional benefits, the product needed a brand identity that reflected those same qualities while standing out on increasingly crowded wellness shelves. Universal Favourite responded with a full brand system — from visual identity and packaging to tone of voice and custom typography — designed to express confidence, clarity, and character.

The new brand aesthetic is stripped-back yet refined. Using a limited palette and minimal layout, the packaging now mirrors the product itself: clean, purposeful, and high-quality. Avoiding visual clutter commonly found in the wellness category, the design creates space for important messaging and adapts well to various formats and compliance requirements. This clarity in layout reinforces the product’s commitment to simplicity and transparency, making it more accessible to a wider audience.

A key feature of the rebrand is the custom typeface, developed with just enough personality to feel bold without being aggressive. The typography acts as a central brand asset, helping to unify all touchpoints while giving Best of the Bone a modern, confident voice. This is paired with a smart, direct tone of voice that speaks clearly to health-conscious consumers, communicating benefits without sounding clinical or overly niche.

Importantly, the branding extends far beyond packaging. Whether on-shelf, online, or in social spaces, every element feels cohesive and thoughtfully executed. The visual system is flexible yet strong, positioning Best of the Bone as a product that is as uncompromising in quality as it is in brand expression.

Universal Favourite has succeeded in bringing out the essence of Best of the Bone — clear, no-nonsense, and ready for wider appeal. The result is a brand that does not just look better; it speaks better, moves better, and resonates with both loyal customers and newcomers to the category. As the wellness market continues to evolve, this refreshed identity gives Best of the Bone a confident foundation to grow.