Brand Identity for a Heritage Bone Broth Brand in Brooklyn

For Lucky Bone Broth, our project goal was to create a brand as nourishing as what's in the container. We drew inspiration from heritage food brands, old-world apothecary design, and the warmth of a family kitchen that's been feeding people for generations.

Packaging

Brand Guidelines

Brand Identity

Client

Lucky Bone

Date

January 2026

Industry

Food & Beverage

Location

Brooklyn, US

Our Process

Paul walks through the project goals, challenges, solution and results for this brand.

The challenge

Bone broth is a crowded space. The challenge was to avoid looking like every other wellness brand on the shelf. Cold, clinical, and trend-chasing was not the brief. Lucky Bone Broth isn't a wellness product. It's comfort food with a history behind it. The brand needed to feel like it had been around for generations, not launched last quarter.

Process

Every good brand starts with good questions. Before we put pen to paper, we sat down with the Lucky Bone team to understand what this brand really meant to them. Where it came from. Who made it. Why it mattered. What came back was rich. A family history, a love for slow food, a belief that the best things take time. Their influences, their references, the way they talked about the product, all of it fed directly into how we approached the identity.

Solution

We built an identity anchored by a hand-drawn wishbone brandmark and a warm, considered palette of deep navy and cream. Classic without being dated. Familiar without being generic. The wordmark and packaging followed the same logic. Honest, unpretentious, and quietly confident. The kind of brand that doesn't need to shout because the product speaks for itself.

Results

The result was an identity as honest as the product inside. Lucky Bone Broth doesn't shout. It doesn't need to. It earns trust the same way a good broth earns its flavour. Slowly, patiently, and with nothing to hide.