Peddlers Gin. Mahjong Box Packaging Design by OMSE and Think Packaging

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, OMSE created a brand with a custom typeface for China’s first craft gin.

The custom bottle designed by OMSE, Think Packaging & Peddlers, is the culmination of a three-year process from concept to creation. Its distinctive apothecary shape, with a curved body and rounded edges, draws inspiration from the peddlers of yesteryear in Shanghai.

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.

OMSE blends strategic insights with unbound creativity to uncover your brand’s unique essence and to amplify what makes it special. We push boundaries and always look for ways to make things better.