Peculiar set out to rebrand and repackage its natural hibiscus flower juice for consumers seeking a nutritious alternative to sugary and artificial drinks. The challenge was to build a brand identity that not only differentiates itself in a crowded market but also educates consumers on the benefits of healthy juice options, maintains authentic transparency, and delivers a look and feel that is different from the norm.

The creative direction began with exploring the brand name, Peculiar, through the lens of scripture—specifically 1 Peter 2:9: “But ye are a chosen generation, a royal priesthood, a holy nation, a peculiar people…” From this passage came the core attributes to build upon: royalty, distinction, excellence, heritage, and the call to live set apart.

Drawing further inspiration from the story of Daniel and his companions—who chose not to defile themselves and were found ten times better—we see a model of individuals whose discipline, purity, and excellence distinguished them from the rest. Their lives embodied holiness, excellence, dominion, and integrity, leaving no room for fault.

The resulting branding embodies what it means to be peculiar, reflecting excellence, purity, royalty, heritage, premium, intentional design, distinction and discretion.