Born on the back streets of Shanghai, Peddlers Gin Co. carries the legacy of the secret societies that thrived in the world’s biggest trading port during the early 20th century.

Referencing this story and Shanghai’s sign-writing of the time, we created a brand with a custom typeface for China’s first craft gin.

The custom bottle we designed is the culmination of a three-year process from concept to creation. Its distinctive apothecary shape with a curved body and rounded edges takes inspiration from the Shanghai peddlers of yesteryear.

A functional ring on the left shoulder of the bottle was designed and tested to allow easy mobility and slinging of cocktails in all environments — from speakeasies to street corners.

To launch the bottle, Peddlers sent hundreds of bartenders a branded antique key in a wax-sealed envelope. It was stamped with a Peddlers logo and no other explanation.

A week later, a limited-edition mahjong box with the new bottle smuggled inside in a secret compartment was hand-delivered to 100 of the top bartenders in China. Moving the mahjong tiles into place would reveal the bottle via a trap door.

Coinciding with the drop, Peddlers held mahjong-related activations across the country, taking the release campaign to a wider audience.

During the course of this project we worked with Think Packaging, Where Giants Roam, Family Type and all photos were taken by Graeme Kennedy.

"OMSE have been an invaluable partner in building the Peddlers brand. Their difference lies in a commitment to craft and innovation; they bring a fresh creative lens to everything we do. They’ve been a pleasure to work with at every stage, consistently going above and beyond to deliver world class work."

Joseph Judd, Founder