Bread into beer into bread
Every year, around the world, we waste a third of the food we produce. Every Citizen product is made using food that would otherwise go to waste or low-value stock feed. The team rescues this food, then reworks it into delicious high quality foods and beverages.
To start, they’ve developed a circular solution to Aotearoa’s most wasted product: bread. Their first products are craft beers made using rescued surplus bread, and an artisan sourdough bread which uses flour made from the spent-grain by-product of their beer brews. Bread, into beer, into bread.
Needing to balance the idea of a great product with a great movement, the creative excution is optimistic, positive and upbeat. The tone of voice, dubbed ‘relaxed revolutionary’, has a frank, no-frills feel, seasoned with purposeful and positive language, helping Citizen to inspire people to make a positive (and delicious) choice.
Taking a lead from Citizen’s disruptive approach to food waste, we disrupted traditonal branding and identity thinking. The brand has no single logo, no single colour palette, no single marque or typeface. Instead, a series of unique assets are brought together to help tell the story. These assets are combined in different ways across product categories, so each product feels like part of the family, but distinct and unique categories.
The inspiration for the identity system assets came from the very products Citizen is looking to rescue. Many of the assets are drawn from common details of food packaging – the bread tags, food stickers and other packaging elements that are part of our everyday experience.
Re-working these traditional details gave us a playful starting point to infuse a light-hearted, mischievous feel across the brand.