Packaging refresh for Victorian craft spirits brand

Peacock Bros has partnered with Organic Bay Distillery to deliver a packaging transformation to help the Victorian producer strengthen its shelf presence in Australia’s increasingly competitive craft spirits market.

The boutique distillery located in Bonbeach, Victoria, produces organically certified, small-batch spirits. As the business matured, the owners, Dean and Dave, recognised that their original labels no longer reflected the premium quality of the brand. This led them to consider a packaging refresh which soon evolved into a complete rebrand.

“At the time, we were still using the labels we’d designed ourselves when we first started the business,” said Dean, one of the co-founders 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.

“We initially thought we just needed to refresh one label and introduce some foiling, but after speaking with Peacock Bros and seeing the possibilities, we realised it was the right time to take a much broader look at our brand.”

Working closely with both Organic Bay Distillery and Heng Design, Peacock Bros provided expertise on materials, finishes and production techniques to ensure the final packaging delivered the premium look and feel the brand was aiming for while remaining commercially viable to produce.

Starting on the HP 6800 Indigo Press, Peacock Bros printed the designs in CMYK + Digital Silver onto Manter Embossed Linen. The label was then finished on the ABG Embellishing Press, where hot foil and Digijet (digital hi-build screen) effects were applied before a soft matt finish completed the design, creating a distinctive label that stands out on the shelf.

“Organic Bay Distillery already had a fantastic story and an exceptional product, but the founders recognised the packaging was no longer standing out in an increasingly competitive market,” said Marcus Horvat, Sales Manager for the Colour Labels & Packaging Division at Peacock Bros.

“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.”

Drawing inspiration from the coastal location of the distillery, the design of the packaging also preserves the heritage of the original labels while reinforcing the provenance, craftsmanship and authenticity behind the brand.

Since launching the refreshed packaging, Organic Bay Distillery said the response has been overwhelmingly positive.

Image: Supplied