immy didn’t even have a name yet. The Gut-Brain axis is a relatively new space for consumer retail however is becoming more crowded. However, nothing out there uses mycolicibacterium as its source and the entire concept of doing so is new to retail. immy would be in a market of its own. Mycolicibacterium have however, been used in pharmaceutical studies, in fact the sister product of immy has been used successfully in late stage cancer trials. The question was how can immy which effectively reduces inflammation in the body, the root cause of all major diseases, aging, stress and anxiety, be bought to market at a value of $1 a day, while building a new market niche.

Hatchery was engaged to initially build out the brand playbook, from its voice, to fonts, to its name; and then on success launch immy to the US market. immy launched to the market in December 2023. We built its website, Shopify, entire DTC tech stack, set up packaging operations, distribution and selling to the US market. We were asked to build its marketing plans, both paid and organic social programs, including our PR plan as we begin in Year 1 to lay the foundation for the years ahead.

Hatchery bought this brand from inception to market over a period of just over a year. It was built to well over a 7-figure revenue in year 1, creating life impacting results to its users. This is the beginning of a new wave of self-care. Are you taking your immy, we at Hatchery are?

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Check out the reviews at immy.co