Client: Citizen Sprout
The One Where We Transformed Chicken Nuggets Into (Guilt-Free) Meal-Saving Heroes
Based in California’s sunny Santa Monica, Citizen Sprout is all about creating simple, fresh, wholesome homemade meals and snacks for families and individuals who want to eat well.
To coincide with the launch of their new scratch-made, ready-to-eat chicken nuggets and expansion into the U.S. retail grocery market, Citizen Sprout decided it was time for a much-needed glow-up and re-alignment of its brand identity.
With the brilliantly talented Dani from Neverland Studio at the helm of the visuals, I was tasked with creating a defined, cohesive, and attention-grabbing brand personality and voice strategy guide that spoke directly to our target market: modern American families who want to eat healthy, wholesome, homemade foods - but don’t have the time to make meals from scratch due to their busy lives and work commitments.
Following on from that - and after many back-and-forths with the U.S. Food and Drug Administration - we signed off on a product box of (government-approved) copy that sounded just as good as it looked.
I then created the copy for marketing flyers to promote their Santa Monica store and school lunch program across L.A. To finish off, I also whipped up cute copy snippets for a range of super cool Citizen Sprout merchandise, including hoodies, adults & kids tees, totes, and reusable delivery bags.
With a family-friendly, empathetic (and slightly cheeky) voice, we introduced American families to a new concept in quick ‘n’ easy, zero-guilt convenience foods with all the benefits of wholesome, scratch-made meals - just like Mom’s.
They needed
Brand Personality & Voice Strategy
Packaging Copy
Merch Copy
Marketing Copy
I said, ‘Hold my beer…’
Brand Story
They say it takes a village. We say it takes a kitchen – and a lil' bit of fun.
Every meal we make – that we’ve ever made – has one simple purpose behind it: to help busy families feed their kids great food without any stress. (Because, Lordy help us, we know the ruckus that can come with feeding tiny humans.)
We don’t see why fast food can’t also be great food; why takeaway meals can't be brought home and served up at the dinner table with as little fuss as possible.
And just because you're out there working the 9-to-5 doesn't mean you should miss out on fantastic quality, organic, seasonal dishes that fill your tummy (and your heart).
So, we took the concept of ol’ fashioned scratch cooking and gave it a glow-up.
Every little line just hits so good.
I’m so *incredibly* happy with the new Citizen Sprout identity and copy - the clarity and fun you brought to my brand exceeded my every expectation. I've been struggling to define who I was, and YOU DID IT! Playful and fun, but still honest and to the point and caring - it’s the absolute best! Love. Love. Love. Love.
JEN JEWITT, FOUNDER + HEAD CHEF
Photo Cred: Images supplied by Citizen Sprout @citizensprout | Branding & design: Neverland Studio @neverlandstudio