Celebrating Selfishness
The Brief:
We want to create a good gut soda brand with a difference to take traditional retail shelves by storm.
The Insight:
When it comes to soft drinks we’re constantly compromising. Either stomaching the guilt of a sugar-filled fix or reaching for a healthier option that doesn’t quite hit the spot. What we need isn’t always what we want. If only there was a drink that could give us both…
The idea:
A treat for the whole self. A brand that celebrates the joy in being selfish.
Selfish – it’s a gut thing. We gave the brand a bold, gutsy name that disrupts the category for all the right reasons and encourages everyone to treat themselves better.
“It can feel like all we ever get from the wellness category is a new thing to worry about or optimise. Our strategy was to redefine what it actually means to be selfish and encourage a more intuitive attitude towards what makes us feel good.”
Natalie, Senior Creative Strategist
Looking good, feeling good. To stand out, we had to move away from old design tropes that suggest we have to restrict or compromise in order to feel good. Instead we chose a juicy-looking colour palette and expressive typography to bring all the excitement and fun to a typically functional product.
“It wouldn’t be Selfish without our Gut Gang! We illustrated each friendly character in a playfully irreverent style that reflects the fun personality of the brand, whilst nodding to the real fruit in each of the drinks.”
Ryley, Designer
Hear that? It’s your gut talking. We created a little voice with a big impact, urging us all to go with our gut and indulge in a bit of ‘me’ time with a friendly energy and a splash of attitude.
