Meet &Peabody Spirits, the lively new incarnation of what was once Magpie Distilling. The brief was to redesign their packaging, aiming to boost shelf presence and appeal to a broader Sydney audience. Their goal was to move beyond their previous focus on local tourists and capture a more urban, adventurous spirit. However, it became clear that they required much more than just updated packaging. They needed a complete brand overhaul to truly embody their fun-loving and adventurous nature.

Thus, &Peabody Spirits was born. We reinvented the packaging and brand from its conservative look into a vibrant and dynamic identity. Our new design features bold, colourful illustrations that vividly capture the essence of &Peabody Spirits. Each bottle has been transformed into a celebration of fresh experiences and creative exploration, reflecting a commitment to quality and originality.

The packaging embodies the brand’s spirit through bold, multi-coloured foils and a distinctive bottle shape, complete with lively, colour-coded topper seals. We created unique illustrations for each product, reflecting the ingredients, flavours, and expressions of each variety, setting them apart in a market often characterised by minimalistic designs.

The brand’s tone of voice is playfully exuberant, with copy that is delightfully unexpected and engaging. We’ve created a world where imagination runs wild and anything is possible. The new logo—a quirky three-wheeled bike—represents the fusion of the owners’ creative minds into a unique and charming third wheel. It’s a symbol of their collaborative spirit, inviting everyone to join the ride with ‘You, me, and Peabody.’ Buckle up and get ready for an exhilarating adventure with &Peabody Spirits, where every bottle promises a thrilling and joyful experience!