Peacock Bros. has partnered with Organic Bay Distillery to deliver a premium packaging transformation, helping the Victorian craft producer strengthen its shelf presence in Australia’s increasingly competitive craft spirits market.
Founded by lifelong friends Dean and Dave, Organic Bay Distillery is a family-owned boutique distillery in Bonbeach, Victoria, producing organically certified, small-batch spirits. As the business matured, they recognised their original labels no longer reflected the premium quality of the brand. This led Organic Bay Distillery 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, 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.
Organic Bay Distillery first connected with Peacock Bros. through a recommendation from another distiller, who praised the quality of the company’s label production.
“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.
Following those initial discussions, Peacock Bros. introduced Organic Bay Distillery to Heng Design, encouraging the founders to take a broader view of the brand before moving into production. The team worked together to evolve the existing identity, preserving the heritage of the original labels while creating a more refined look that reflected the premium quality of the spirits and gave the brand greater presence on shelf.
Drawing inspiration from Organic Bay Distillery’s Bonbeach home, the refreshed packaging incorporates coastal imagery and premium detailing that reinforces the provenance, craftsmanship and authenticity behind the brand, helping transform the labels into a stronger expression of the distillery’s story.
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.
The collaborative approach ensured the finished packaging stayed true to the creative vision while delivering the quality and consistency required for production.
Marcus Horvat, Sales Manager for the Colour Labels & Packaging Division at Peacock Bros. said premium beverage brands face increasing pressure to ensure their packaging reflects the quality of the product inside while standing out in a crowded retail environment.
“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 added.
Since launching the refreshed packaging, Organic Bay Distillery continues to see the benefits, with strong customer feedback reinforcing the impact of the rebrand.
“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,” Dean concluded.
