Peacock Bros has completed a packaging redesign for Organic Bay Distillery, aimed at improving the Victorian distiller's shelf presence.
The family-owned producer in Bonbeach approached the label and packaging supplier after deciding its original branding no longer matched its intended position in the craft spirits market.
The project began as an update to a single label but expanded into a broader rebrand after discussions about design and production options. Peacock Bros then introduced the distiller to Heng Design, and the three parties worked together on a revised identity.
Founded by lifelong friends Dean and Dave, the business produces organically certified small-batch spirits. Its original labels were designed by the founders when the distillery launched.
Dean said the business had become concerned that its bottles were blending into a crowded retail category.
"At the time, we were still using the labels we'd designed ourselves when we first started the business," said Dean, Co-founder, Organic Bay Distillery.
"While they held a lot of sentimental value, we'd begun to feel they were getting lost on the shelf among 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," Dean said.
The redesign retained elements of the original identity while giving the bottles a more polished presentation. According to the companies, the new packaging draws on the distillery's Bonbeach location through coastal imagery and additional finishing details.
Production process
Peacock Bros managed the technical side of label production, advising on substrates, finishes and manufacturing methods. The labels were printed on an HP 6800 Indigo Press in CMYK plus Digital Silver on Manter Embossed Linen.
Finishing was completed on an ABG Embellishing Press, where hot foil and Digijet effects were added before a soft matt finish was applied. The aim was to produce a label that met the creative brief while remaining suitable for commercial production.
Marcus Horvat, Sales Manager for the Colour Labels & Packaging Division at Peacock Bros, said drinks brands were under pressure to ensure packaging reflected the product and stood out in retail settings.
"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," Horvat said.
"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," he said.
Peacock Bros serves more than 12,000 customers across Australia and New Zealand, supplying thermal and printed labels, cartons, tags and flexible packaging. Part of Peacock Group, it also provides thermal label printers and barcode scanning technologies in the region.
The distiller said the updated packaging has already changed how customers engage with its products. The founders reported positive feedback since the launch, particularly in face-to-face sales environments where bottle appearance can influence first impressions.
"The response has been overwhelmingly positive," Dean said.
"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. In such a competitive industry, that visual impact is incredibly important.
"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," he said.