Client
The Peel Thing
Year
2021–Present
Services
Brand Identity & Packaging Design
Scope
Brand identity, packaging design, label systems, product extensions, brand guidelines, and social templates.
Minimal packaging with a warm, considered feel.
The Peel Thing is a Mornington Peninsula brand specialising in dehydrated citrus and cocktail garnishes for hospitality, gifting, and retail. The identity was designed to feel refined yet approachable — balancing minimal packaging with warmth, clarity, and strong shelf presence across a growing product range. A flexible packaging system was developed to support future expansion while maintaining cohesion across every touchpoint.
The Approach
Trustworthy, modern, and quietly memorable.
The packaging architecture was designed to accommodate an evolving product range while maintaining consistency across multiple formats and product categories. Restrained typography, generous negative space, and minimal label layouts allow the product itself to remain the focal point — balancing clarity, shelf presence, and flexibility across hospitality and retail environments. The system was intentionally developed to support future growth, seasonal releases, and ongoing product expansion without compromising visual cohesion.
The Daily Citrus — A considered product extension developed for The Peel Thing's imperfect seconds range.
Cocktail Candy — A considered packaging extension created for gifting and entertaining.
The Lookbook
Wholesale Lookbook & Line Sheet
A custom wholesale lookbook and line sheet system was developed to support stockist outreach, sales enquiries, and future growth — translating the brand identity into a clear, cohesive retail presentation. Operational documentation and handover systems were also developed to support continuity and future growth.
“Zena brought clarity, structure and creative direction to The Peel Thing during a huge period of growth. Her work extended far beyond design, helping shape packaging systems, product presentation, wholesale materials and operational documentation in a way that genuinely elevated the business.
She approaches every detail with care, thoughtfulness and a strong understanding of both brand experience and commercial viability.”
— KATIE BINDER, FOUNDER OF THE PEEL THING
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