A’Peel’s packaging byStudio Guild is all about citrus charm.

The textured glass bottle feels fresh from the fruit bowl, subtly tinted, tactile, and stoppered with a cork that hints at craft. The wavy label wraps around like a peel itself, with playful typography that loops and curls just enough to echo its name. Pops of pastel fruit stickers at the neck seal the deal, adding a lighthearted finish. It’s packaging that looks handmade but thought out without a hint of pretentiousness.

A pioneering Australian spirits brand that transforms peel waste feedstocks, like banana and citrus peels, into premium spirits such as Vodka and Gin.

Using a revolutionary technology developed by Alexander Bell (of Milton Distillery, Brisbane) the product has made miraculous movements in the field of sustainable spirit production. With a brand mission to ‘Create a World Worth Inheriting’, sustainability has been woven into every element of the A’Peel brand.

Trish Dunstone, Creative Director and Founder of Studio Guild, was guided by her belief that powerful storytelling drives consumer connection, building 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 – a very a’peeling Vodka, a very a’peeling innovation, a very a’peeling taste.

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, but also acting as an ownable asset to use in building 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.

Founder Alexander Bell shares:

“During the first 3 weeks of ‘soft-launching’ A’Peel, we already sold over 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.

For me, a brand owner that has not done such wildly different packaging, Studio Guild did a really good job of showing me where the market currently sits and how we can break through the noise. There’s already so many gin and vodkas, lots all use stock bottles – they showed me the direction they thought we could go, and communicated that in a way that didn’t freak me out as a brand owner – having the communication and built trust over time allows Studio Guild to shine on the brand. I trust the expertise that is already there, and we build the trust over time.

We’ve created something in A’Peel that breaks barriers, cuts through the noise, and looks fantastic – I couldn’t ask for anything better.”

Customers have resonated strongly with the product’s narrative and premium packaging, sparking conversations around sustainability and innovation. A’Peel’s branding has turned a spirit made from waste into a desirable, conversation-starting product. The vision allowed the brand to embody its mission and stand apart with a concept of “waste-to-worth” that is both environmentally responsible and beautifully executed.

The A’Peel identity has challenged category conventions, carving out a distinct space in the Australian market. While other brands working with imperfect fruit opt for loud, disruptive branding, Studio Guild deliberately took a softer approach: natural, understated, and rooted in quiet confidence. The result is a brand that makes a bold statement without shouting: clean, thoughtful, and purpose-driven.

Through a blend of sustainable ingenuity, strategy, storytelling, and creative innovation, A’Peel emerges as a trailblazer in the spirits category and in the broader Australian packaging landscape. A brand designed to lead, not follow.