Dickie's Ginger Packaging Redesign by Pendo

Creative director Peter Ladd of Pendo led a packaging redesign for ginger beer brand Dickie's Ginger, aiming to translate its playful, unconventional personality into a cohesive brand experience. The project responded to a crowded craft beverage market, targeting health-conscious consumers and non-alcoholic drinkers. Customer feedback highlighted authenticity, bold flavor, and an irreverent character as key strengths, steering the design away from polished category conventions toward amplifying local roots and small-batch production. The main challenge was preserving handmade character while ensuring scalability, solved through experimentation with ginger, resulting in abstract hand-cut forms that became the 'Ginger Family' visual system. Ladd notes the character development was unplanned, emerging from experimentation and fun, and the process involved buying ginger, cutting, scanning, and tracing it. Visual influences included DIY rave and punk posters, inspiring a deliberately imperfect aesthetic. The project underscored the value of hands-on creation and maintaining a playful approach.