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Byron Bay Bone Broth had 12+ years in market and established nationwide credibility in wholesale and manufacturing. The product was proven. The opportunity was in building a scalable direct-to-consumer brand that could own the relationship with the end customer.
Functional food and gut health is one of the fastest-growing segments in Australian wellness, with demand for provenance, transparency and genuine benefit rising fast. Byron Bay Bone Broth's heritage gave it a credibility advantage over newer DTC competitors.
A complete brand and DTC transformation for Australia's original bone broth. We rebuilt the brand, the packaging and the direct-to-consumer ecosystem, then used a decade of practitioner trust as the engine for consumer growth.
Antimony delivered a complete brand redesign and packaging system, a go-to-market and content strategy, a membership program, practitioner partnerships and authority positioning, a brand ambassador and UGC engine, a high-converting DTC ecosystem, and a product and lifestyle photoshoot.
The practitioner partnership strategy gave Byron Bay Bone Broth clinical credibility in a market flooded with wellness claims. Health professionals became the brand's most trusted advocates, driving referrals and repeat purchase through professional endorsement.
The direct-to-consumer platform was built to convert awareness into subscription. A membership program, ambassador engine and structured UGC pipeline created a self-reinforcing growth loop, with the brand's wholesale reputation as the foundation for consumer trust.
In the first 120 days since launch: 296% sales growth, 23,533 website sessions, 16,159 channel engagements, 34,625 video views and 654.5% net Instagram follower growth, plus 2,106 new membership sign-ups.
