Kingdom & Sparrow rebrand helps Peacock Cider strut into a new era

Based in Kent, Kingfisher Drinks was founded more than 30 years ago to distribute the iconic Indian beer of the same name. And as Kingfisher Beer has become one of the world's biggest beer brands, the company has expanded its horizons further.

With consumer tastes becoming increasingly sophisticated, the Kent-based company has continued to scour the globe in search of intriguing brands to bring back to the UK. Today, it has a portfolio of ten drinks brands, from lagers and ales to ciders and spirits. One of these is Peacocks, a cider crafted to complement Asian cuisine with a classic apple flavour or lively exotic fruit blend.

The brand was all about taste but lacked the category recognition it deserved. So the company approached award-winning design agency Kingdom & Sparrow for help.

Research and brand concept

The brand faced a number of challenges, explains co-founder and creative director Johnny Paton. "Despite having the Kingfisher Drinks name behind it and an excellent reputation for taste, 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, the team felt it was important to create a brand that felt as unique and spirited as the consumer, reflecting that right back at them," he continues. "And it goes without saying that the brand's name and icon weren't working cohesively."

They settled on an approach that centred around the peacock itself. "We'd have been wild not to have capitalised on this opportunity," says Johnny. "Our research demonstrated 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."

Illustration and typography

The Peacock character was drawn by hand in Kingdom & Sparrow studio in Falmouth, Cornwall. "It takes the lead and invites you to discover something new," explains Johnny. "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 bold type that delivers assertive, tongue-in-cheek messaging across the brand world. The hand-crafted wordmark distinguishes itself by featuring subtle gestures to the brand's roots and reminds the consumer that while the brand grows a broader consumer base, it continues to be the cider of choice for pairing with Asian cuisine.

Built from a sans-serif, the wordmark is often seen nestled within the illustration, sitting among the Peacock's feathers. The letters are locked up together with intentional and considered positioning, creating a unique and identifiable shape with a playful nature. Featuring flourishes in the 'K' and 'P' to mimic feathers and a characterful tail flick, the logotype appears in the brand world as a stand-alone wordmark, delivering the Peacock's distinctive movement and attitude.

Packaging design

On-pack, the brand builds on its reputation in the on-trade by retaining its striking colour palette and dialling up the zesty flavour profiles with fruity, gold, and spot illustrations.

Leaning into the drink's Pan-Asian character, the label features a unique die-cut referencing architecture and the brand's Asian background. Also echoing the Peacock's tail feathers, the label shape gives a point of difference to cut through in a competitive bar and restaurant environment.

"Peacock's rebrand positions the brand as cider's biggest personality," says Johnny. "With a little attitude and a lot of vibrancy, it exists to grab your attention – just like its avian counterpart.

"The packaging now speaks better to the 60% of cider drinkers who prefer a flavoured cider," he adds. "And gold foiling and embossing increases the premium feel, communicating quality to the 87% of cider drinkers who will spend more if they know the quality is second-to-none."

"Working with Kingdom & Sparrow on the rebrand of Peacock Cider was an absolute pleasure," says Andy Sunnucks, senior brand manager at Kingfisher Drinks. "The team's extraordinary attention to detail ensured that every aspect of our new brand identity was thoughtfully crafted and perfectly executed.

"From the initial brainstorming sessions to the final design, Lenny and the K&S team were delightful to work with, always bringing creativity, professionalism, and a deep understanding of our brand objectives. We couldn't be happier with the outcome."