Studio Guild was tasked with creating a new spirits brand around an innovative process of distilling fruit peel waste to produce Gin and Vodka. This product has been created with the environment in mind. Guided by our belief that powerful storytelling drives consumer connection, we built the identity around the hero ingredient, fruit peel waste. The name A’Peel is a clever nod to both the source material and the product’s 'appealing' novelty, with a playful tone-of-voice woven throughout.

The visual identity reflects this narrative: a handcrafted, peel-like font, an organically shaped label that mimics fruit peel, and a nostalgic fruit sticker tamper seal adding character and charm, but also working as an ownable asset for the client to use and grow the brand. The bottle features embossed dimples that resemble citrus peel, enhancing a truly tactile experience.

Beyond storytelling, the sustainability story is brought to life through material choices. The bottles, produced by Spanish manufacturer Estal, are made from 100% post-consumer waste, each with unique imperfections that celebrate the beauty of recycled materials without wastage. The bottle was also designed for reuse and recyclability, with a 30% PCW label that peels off cleanly without leaving residue and a Corkcoal stopper made from natural materials: cork and activated charcoal.

Although A’Peel is still in its infancy and yet to launch into retail channels, early indicators of success have been very promising.

“I only soft-launched the brand three weeks ago and I’ve already sold 1,000 bottles. Had we launched with something half-baked in a generic bottle, I don’t think we would’ve had the same reaction. It just helps when a cohesive brand story is tied through the whole concept. Being able to tell the story through the packaging helps to create a brand story that people hold onto. Taking the extra step and being able to pick it up and feel the skin of the fruit embossed on the bottle and detailed on the label, every element – from bottle to cork – reinforces the product story. 

Alexander Bell, Founder and Creator