Carbonated drinks are often perceived as unhealthy. However, Good Sh*t, a startup brand born in New Zealand, has taken the opposite approach. They've gone beyond simply being "low-sugar" and positioned their drinks as something that promotes gut health.
The key is the balance of gut microbiota. The human body contains approximately 2 kg of microbes, which are involved in the production of serotonin (95%) and dopamine (50%). This means that more than half of our mood, happiness, and satisfaction originate in the gut. However, the high sugar content of conventional soft drinks disrupts this microbial ecosystem. Therefore, Good Sit contains 1 billion probiotics and 39%, the recommended daily fiber, per can.
The brand strategy is also unconventional. The name "Good Sh*t" is a humorous expression of the simple and clear message that "good things" contribute to gut health. Unlike its flashy and colorful competitors, the brand maintained a strict black-and-white palette to ensure shelf presence. The goal was to create a visual impact when white cans are displayed in large quantities.
We also added wit by placing handwritten text and illustrations throughout the product. Each flavor features a different "Poot" (a squeaking sound motif), and each can, 4-pack, shipping box, and advertisement feature a unique shape to emphasize individuality and movement. This visually expresses the brand's philosophy of "everyone is unique."
The typography, utilizing the clean Signifier typeface, conveys scientific credibility while contrasting it with the free-flowing handwriting to convey the message of "serious yet playful science." The advertising and digital campaign utilize vibrant hues symbolizing flavor, distinguishing it from the black-and-white packaging. Even the tasting team uniforms are designed in a quirky, unconventional style that transcends trends, reinforcing the brand's unconventional stance.
Good Sit isn't just a healthy carbonated beverage; it's a provocative brand that redefines the traditional carbonated beverage category. Combining scientific evidence for gut health with a humorous approach, it presents consumers with a new possibility: "carbonated beverages can be good for us, too."
