Kingdom & Sparrow revitalized Peacock Cider with a bold rebrand emphasizing showy typography and vibrant design elements. The refreshed packaging features gold foiling, embossing, and a uniquely shaped die-cut label.
“When long-standing clients of ours, Kingfisher Drinks, approached us with a cider brand that was all about taste, but didn’t have the category recognition that it deserved, we asked, why not… be more Peacock?
– Andy Sunnucks, Senior Brand Manager, Kingfisher Drinks
The brand faced a number of challenges; despite having some excellent UK-wide accounts, the Kingfisher Drinks name behind it, and a reputation as an excellent cider to pair with Asian flavours. Research showed that the brand didn’t have the fun-feel and personality a younger consumer expected from a liquid meant for a social occasion. With consumers drinking less and being selective about spending, it was important to create a brand that felt as unique and spirited as the consumer, reflecting that right back at them. And it goes without saying that the brand’s name and icon weren’t working cohesively. We’d have been wild not to have capitalised on the opportunity to build a brand all about the Peacock; our research demonstrating that character-led brands have a competitive advantage, gaining new consumers, market share, and increasing profit at a higher rate than those without. You might say they ruffle more feathers!
Peacock’s rebrand positions the brand as cider’s biggest personality. With a little attitude and a lot of vibrancy, it exists to grab your attention – just like its avian counterpart. Across all touchpoints, the Peacock character, drawn by hand in the Kingdom & Sparrow studio, takes the lead and invites you to discover something new. Strutting into the frame, the illustration looks the consumer in the eye, evoking the brand’s confident personality and challenging the consumer to get involved. The illustration is complemented by a bold type choice which delivers assertive, tongue-in-cheek messaging across the brand world.”
