Welcome to the Peabody, where the past and present collide. Be dazzled by its classical architecture and charmed by the ducks that live within. Experience the next chapter of the hotel’s living history and write yourself into its pages.
DISCLOSURE: This project was done in collaboration with Jainisha Vira. Both team members contributed equally to the project (packaging, concept, AI final renders), with each focusing on specific elements of the rebrand. Jainisha designed the patterns and packaging visuals, and also worked with the vendor for physical prototypes. Tan developed the logo, icons, and copy writing. AI was not used for any part of the process except for the final product renders.
Before the packaging was developed, the hotel needed an identity overhaul. The new logo pays homage to the Peabody's historic neon sign on the rooftop with a bold, legible serif. "The" was removed for simplicity, and in its place, an established date was added to reference its historic origins.
These duck logos bring a playful charm to the hotel and are inspired by the ducks that live on the Peabody's rooftop.
These animated assets would be used for digital media such as promotional showcases, app loading screens, and brand-user interactions. Each one is labeled for use cases such as dining rooms and error screens.
This rebranding of the Peabody transforms the historic hotel into something inviting while still balancing the aesthetics of luxury. Bright, colorful jewel tones and playful iconography stand out amongst its competitors and give a warm welcome to hotel-goers.
In combination with the jewel tones, the Peabody uses gold-foil printed details and beautiful patterns give the packaging luxurious appeal. Each pattern is inspired by the different parts of the duck, from the feet to the wings.
This chocolate packaging is inspired by the iconic duck march that the Peabody hotel hosts every morning and evening. When sliding out the sweets from their sleeve, it mimics how the Peabody ducks are guided by the Duckmaster to march to and from the fountain.
The last chocolate of the ducks is called the Duckmaster, which bears a top hat. The foil-wrapped chocolate names reference the original Duckmaster's and Peabody ducks' names, as well as the city of Memphis.
These flavored water bottles reflect the luxury component of the Peabody with a delicate arch and gold foil label. The deep blue is used to unify all the water products, with bright accent colors being utilized to differentiate flavors.
The tea box is a modified gravity feeder that can be opened from the side (via perforation) or the top. This allows it to be used both at home for consumers and in-hotel at the Peabody's breakfast bar with refills.
The Peabody ducks are used as marketing promotional material to create luxury with a charming touch.
The Duckmaster's uniform and staff have been modified to match the new aesthetic direction of the hotel.
The Peabody interiors are redesigned to become a warm, welcoming space that encourages conversation and community.
WITH SPECIAL THANKS TO
Jainisha Vira / Mr. Vira / Paula Hansanugrum / Hira Print / Jeffrey Cavalier
Do not repost or redistribute my work without explicit written permission from me.
I do not allow the use of my work for AI training.
