Client Overeview
Happy Bum Co specialises in gut health, focusing on the benefits and overall wellbeing achieved through at-home enemas. They provide a natural and effective alternative to medications and synthetic tablets, offering a proactive approach to health and wellbeing.
The Challenge
Happy Bum Co faced a significant challenge in overcoming the negative stigma surrounding enemas. The market perceived enemas as gross, unfamiliar, and unapproachable.
There was a lack of awareness about their benefits, and traditional medical practitioners often discouraged their use. Despite being an ancient wellness practice, enemas remained an underutilised tool due to misconceptions and societal taboos.
As a relatively new product in the consumer health space, HBC needed to reposition itself as an everyday home essential rather than a medical intervention.
The Approach
To shift the perception of enemas from taboo to a normalised wellness routine, we applied the B.A.S.E Framework (Blueprint, Activation, Synergy, Execution), focusing on:
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Blueprint
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We built a lighthearted yet deeply meaningful narrative based on the personal journey of founder Kyah, whose experience with enemas dramatically improved her quality of life.
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This foundation shaped the brand’s tone, personality, and feel, positioning it as safe, accessible, and empowering.
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The storytelling centered around making gut health an open and engaging conversation, moving away from clinical and unapproachable medical narratives.
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Activation
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We positioned the brand as a global wellness leader, rather than a niche health product.
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The internal culture, team, and brand partners were aligned with this mission, ensuring that every customer touchpoint—from customer service to social media interactions—carried the same confidence and openness.
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The messaging, visuals, and overall experience were designed to make customers feel comfortable, safe, and encouraged to take control of their health.
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Synergy
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We shifted the brand’s positioning from selling a product to selling an outcome and a movement.
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The strategy focused on education, accessibility, and creating a community-driven brand.
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We built a strong online presence with engaging content that made gut health approachable and fun, normalizing the conversation through social media, events, and customer stories.
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Execution
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We developed a vibrant, energetic, and uplifting brand identity that transformed the conversation around enemas.
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Every external brand touchpoint—visuals, packaging, social content, and marketing campaigns—was crafted to reinforce the brand’s core mission.
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A scalable brand structure was implemented to ensure consistency while allowing room for innovative new product introductions.
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The Result
Global Expansion: Happy Bum Co is now a global brand with warehouses in three countries.
Community Growth: The brand has built a devoted and loyal following, with customers actively engaging in the conversation around gut health.
Industry Leadership: Happy Bum Co is now a recognised leader in the wellness space, shifting perceptions and pioneering the normalization of at-home enemas.
Sustainable Growth: With a brand structure that supports innovation, Happy Bum Co continues to introduce new products while maintaining brand integrity and consistency.
Happy Bum Co’s transformation from a niche product to a trusted global wellness brand showcases the power of strategic branding. By leading with purpose, creating an engaging narrative, and building a strong community, the brand successfully overcame industry stigma and positioned itself as a leader in gut health.
Key Services
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