Best of the Bone unveils stripped-back identity full of bite

Bone broth brand Best of the Bone partnered with Universal Favourite to evolve its identity for mainstream retail without losing the charm that earned it cult status. The challenge was to cut through the crowded wellness aisle with a design system that reflected the product’s simplicity, quality and quietly irreverent tone of voice. The result is a bold, typographic identity built around a custom bone-inspired typeface, earthy-meets-playful colour palette and packaging that puts ingredients front and centre.