Smack Bang Giddy Citizen
Pou Auaha / Creative DirectorTess Robinson
Ringatoi Matua / Design DirectorsKatie Shepherd, Scott Wrightson
Ngā Kaimahi / Team MembersImogen Frost, Elodie Kongasiou
Kaitautoko / ContributorsLucy Alcorn, Aley Wild, Madeleine Lumley, Peter Nizic
Giddy Citizen is a lifestyle brand that creates deliciously organic and proudly Australian products that you can feel good about. Powered by probiotics, these clean and cultured products are perfect for elevating your wellness whilst ingesting fun into the everyday. From sparkling beverages to meal making krauts Giddy Citizen has you covered.
Our agency was tasked with creating a powerhouse brand that encapsulated the playful nature of Giddy Citizen whilst still asserting their expertise in the modern wellness space. To do so our team developed the brand strategy, identity, foundations and packaging.
Consumer awareness is skyrocketing when it comes to what we put into our body, leading to a surge in the growth of the fermented beverage market. It is estimated that probiotic beverages will achieve over $77 billion in sales by 2025, almost double the revenue generated worldwide in 2018. We know that consumers want to champion their health and have fun while doing it and Giddy Citizen supplies the goods to do just that.
Appealing to the Gen Z audience was paramount as this Gen continues to drive the growth of the wellness industry, being more health conscious and drinking considerably less than generations before them. Gen Z consumers have a purchasing power range of $29 to $143 billion and care about the nutritional value of their food. Giddy Citizen provides the perfect alternative for Gen Z audiences who want to prioritise their health and wellness.
Our design captures the tone of warmth and inclusivity at every touch point, assuring customers their needs are not only understood but positioned at the heart of the giddy citizen offering. With a hero character custom illustrated by Aley Wild, we are presented with a unique, eye-catching mascot for happiness with an infectious spirit to boot. A bold wordmark seeks to match the punch of flavour found in the Giddy Citizen products, with a softness around the edges that feels friendly and inviting. We have delivered a brand that is as comforting as it is exciting, delivering serious results in the silliest way and bringing you back home to the wellness you deserve.
Central to this brand name is that elated, giddy feeling of joy. It suggests the emotive nature of how our beverages endeavour to make us feel — An energised, yet focused mind, coupled with a lightness, yet grounded centre. Our team aimed to encapsulate these feelings through the development of a kick ass brand name. The word ‘Giddy’ evokes a visceral feeling of bubbly, pop and glee (alluding to the beverage sensation itself), while ‘Citizen’ cements this feeling as a collective, shared experience. Combined, Giddy Citizen, promotes happy people partaking in the party of a healthy life, together. No by-standing allowed.