Giddy Citizen

Giddy Citizen, a memorable lifestyle brand with proud Australian roots, creating 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 Citizen’s 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, energised 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 flavour 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.

2022 Indigo Awards Bronze Winner.

2022 Best Design Awards Finalist.

2022 AGDA Design Awards Finalist

Who is Giddy Citizen?

The idea of Giddy Citizen was born from a desire to create products that harnessed the zest of our Mama Earth with a full flex of flavour that was less junked and more fun; and leave the planet and its people a little more joyous with each sip or bite, too. Giddy Citizen knows that wellness begins from the inside out and have created products that make you feel as good as they taste. It is a brand set to make waves in the food and beverage space appealing to the modern wellness warrior who isn’t leaving their health or happiness up to chance. Looking after yourself needn’t be a chore and Giddy Citizen proves how fun feeling good can be.

A modern company with a modern approach to wellbeing, Giddy Citizen believes joy should be sought after every day.

Why should we care?

Consumer awareness is skyrocketing when it comes to what we put into our bodies, 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 (source). 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.

Gen Z consumers have a purchasing power range of $29 to $143 billion and care about the nutritional value of their food (source). Giddy Citizen provides the perfect alternative for Gen Z audiences who want to prioritise their health and wellness.

Appealing to the Gen Z audience was paramount as this generation continues to drive the growth of the wellness industry, being more health conscious and drinking considerably less than generations before them.


Lucy Alcorn


Aley Wild


The Funktion


“The process was extremely thoughtful from beginning to end and I believe the brand will stand the test of time, forever bringing a smile to the consumer’s face, thanks to Smack Bang.”

“Smack Bang have brought the brand to life ensuring it wasn’t simply another ‘new’ pretty product on the shelf—they humanised it.

A highlight for me was when we combined the stunning, playful artwork of Aley Wild perfectly with the ingenious design and creatives from Smack Bang. I took one look and thought, ‘they’ve nailed it’.

Customers think so, too: the comments on the packaging from people are endless.”

— Georgie Woods , Founder

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.

The brand in the making.

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.

We coined the name.

Central to this brand name is that elated, giddy feeling of joy. It suggests the emotive nature of how the Giddy Citizen product range endeavours to make us feel—an energised, yet focused mind, coupled with a light, yet grounded centre. Smack Bang aimed to encapsulate these feelings through the development of a compelling brand name. The word ‘giddy’ evokes a visceral feeling of bubbly, pop and glee (alluding to the product 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.