Overview
Crazy Goat was stagnating in the market. While the people behind the business were well regarded, the brand itself felt dated, inconsistent, and low quality. The category had become saturated with predictable, corporate-led brands all communicating in the same way. Functional messaging, safe visuals, and generic “office solutions” positioning had created a market with very little differentiation. The opportunity was to reposition Crazy Goat as a more culturally relevant and aspirational brand that challenged outdated industry norms and brought energy, personality, and modern relevance into the category.
Brand Strategy
Branding
UX/UI
Creative
The repositioning centred around rebelling against the conventions of the workplace drinks sector. Rather than behaving like a traditional office supplier, Crazy Goat was repositioned closer to modern lifestyle and culture-led brands. As the business evolved throughout the project, the brand system also needed to adapt from a coffee-focused B2B/B2C offering into a more B2B-led platform centred around workplace equipment, hydration, and future functional products including nootropics and electrolytes. The identity was therefore designed to remain flexible, scalable, and future-proof while maintaining a clear and recognisable personality.
Website
The website was redesigned to shift perception away from a functional office supplier and towards a more aspirational lifestyle brand. During development, the digital strategy evolved significantly towards a more commercially focused B2B experience, requiring changes to user journeys, messaging, and visual communication throughout the platform. With limited existing photography available, AI-assisted image creation was used to help establish a more distinctive and energetic visual world aligned with the new direction of the brand.
Result
Crazy Goat now occupies a far more distinctive position within the market. The rebrand modernised the business, elevated perceived quality, and created a stronger connection between the products, the culture of the brand, and the audience it serves. By moving away from traditional corporate category conventions, Crazy Goat became a more confident, aspirational, and commercially competitive brand designed for long-term growth.
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