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Giddy Citizen, a memorable lifestyle brand with proud Australian roots, creates feel-good products for everyday people within the wellness space. With quality at the forefront, Giddy Citizen products are powered by probiotics super-charged, clean, and cultured.

With a brief to parlay their purpose into a powerhouse brand, we set out to encapsulate the very essence of Giddy Citizens’ playful nature whilst highlighting their authority in the modern wellness space. We presented an actionable and user-friendly strategy with a tone of warmth and inclusivity at every touchpoint, assuring customers their needs are not only understood but positioned at the heart of the Giddy Citizen offering.
With a brand promise of staying real and an intention to shake up the wellness industry, the design team created a fun, energized, and engaging brand identity that feels fresh and relatable and stands to position Giddy Citizen in a niche of their own within the wellness space. A custom-illustrated hero character presents a unique, eye-catching mascot with an infectious spirit to boot. A bold wordmark seeks to match the punch of flavor found in Giddy Citizen products, with a soft edge that feels both friendly and inviting.

The result is a thoughtfully considered brand identity elevating a unique brand voice in the wellness space that feels as comforting as it does exciting delivering serious results in the silliest way.

Additional credits
Creative Director: Tess Robinson
Art Directors: Katie Shepherd + Scott Wrightson
Illustrator: Aley Wild
Photographer: Lucy Alcorn
Animator: The Funktion
Designer: Imogen Frost