Creative Packaging and Bold New Identity for &Peabody Spirits

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 ex