Peacock Bros has worked with Victorian craft distillery Organic Bay Distillery on a packaging refresh that evolved into a broader rebrand, including new labels produced using digital print and embellishment techniques.
Based in Bonbeach, Organic Bay Distillery is a family-owned distillery producing organically certified, small-batch spirits. The business approached Peacock Bros after deciding its original labels no longer reflected its brand.
“At the time, we were still using the labels we'd designed ourselves when we first started the business,” said Dean, co-founder of Organic Bay Distillery.
“While they held a lot of sentimental value, we'd begun to feel they were getting lost on the shelf amongst many other standout brands in the market.”
The project initially focused on refreshing one label and adding foiling, but discussions with Peacock Bros led the distillery to undertake a broader review of its brand.
Peacock Bros introduced the business to Heng Design, with the three parties working together on the new identity before production. The refreshed packaging incorporates coastal imagery inspired by Bonbeach, along with foiling and other embellishment effects.
Peacock Bros printed the labels on an HP 6800 Indigo Press in CMYK and Digital Silver onto Manter Embossed Linen. The labels were then finished on an ABG Embellishing Press, where hot foil and Digijet digital hi-build screen effects were applied, followed by a soft matt finish.
Peacock Bros also provided input on materials, finishes and production techniques during the project.
Marcus Horvat, sales manager for the Colour Labels & Packaging Division at Peacock Bros, said the project involved bringing the distillery, designer and production team together early in the process.
“By bringing together the customer, designer and production team early in the process, we were able to create a solution that honoured the brand's heritage while giving it much stronger shelf presence,” Horvat said.
Dean said the new packaging had received positive feedback at trade shows and events.
“We've especially noticed the impact at trade shows and events. People regularly stop, pick up the bottle and start conversations simply because the presentation caught their attention,” he said.
“The rebrand has strengthened our shelf presence, elevated the perceived value of our products and given us greater confidence in presenting our brand to the market.”
