Rescued Surplus Food

BREAD INTO BEER INTO BREAD

CITIZEN

Rescued Surplus Food

BREAD INTO BEER INTO BREAD

CITIZEN

Rescued Surplus Food

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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.  

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.  

The identity and packaging design ‘recycles’ too, using typical shapes and devices one might find on typical supermarket shelves. And we turn them into something new.

A series of unique assets are brought together as distinct ’call-outs‘ 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.

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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 made for what we like to call ‘arm chair revolutionaries’.

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