A Bright Retelling of a Singaporean Story
A refresh that moved Brass Lion Distillery beyond colonial cues, opening up a brighter identity and voice that reflects Singapore’s spirit today.
From Passion Project to Spirited National Icon
As a uniquely Singaporean brand, Brass Lion Distillery (BLD) shines bright. A labour of love that took 6 years of trial to bring to life, they’re a full-fledged micro-distillery that specialises in small-batch gins; with local-inspired flavours made in sunny Singapore, enjoyed internationally.
We set off on a journey with them to write the next chapter of their story—taking a deep dive to discover what truly sets them apart from other similarly positioned Singaporean gin brands.
Behind the Breakthrough
SEEN & UNSAID
Insight
Although Brass Lion’s gins were distinct and awarded, for many drinkers they blended in with other Singaporean brands. A UK distributor’s survey confirmed this gap: British consumers praised the liquid and its Asian influence, but described the brand as “subtle,” “very 1920s,” and “fairly middle of the road.” The product was liked, yet the positioning and expression lacked memorability.
BELIEF & MOMENTUM
We began by listening closely to BLD’s founder and team, uncovering their ambitions as well as the brand’s challenges. Visiting the distillery and hearing from customers gave us a clear sense of how their flagship Singapore Dry Gin and signature lines were perceived.
Beneath every blend of South East Asian botanicals runs a larger story of Singapore—layered, tropical, and spirited. Brass Lion was never meant to be just another “Made in Singapore” label. Every drop of gin carries its deep motivation to represent the island authentically and to introduce SEA flavours to the world. In each bottle BLD’s brand proposition, a bright, bold, confident brilliance.
CHARACTER & FORM
We took a forward view in how BLD’s Singapore roots were expressed, leaning into the city’s cosmopolitan present rather than defaulting to colonial tropes. Original brand elements inspired by gin tradition were refined to deliver a contemporary touch while still recognisable to customers.
The refreshed identity introduced a brighter palette and a garden of botanical illustrations that celebrate Singapore’s multiculturalism and the tropical ingredients central to BLD’s craft. Together, these assets created a versatile toolkit that allows the brand to express the full range of its spirited brilliance across touchpoints.
PEOPLE & PLACES
Because BLD is primarily stocked on liquor shelves, the team engages customers through events, pop-ups, and bar takeovers. We extended the brand into these experiential touch points by reinterpreting traditional local elements and adapting them into physical applications. In doing so, customers encountered the brand in ways that felt both familiar and refreshingly unexpected—moments that translated the distillery’s spirited brilliance into lived experiences and deeper connections.
Photo credits to New Bahru
Outcomes
By broadening the meaning of what it is to be a Singaporean brand, Brass Lion Distillery has broken free from an old-world colonial frame. Today it presents itself with clarity and boldness, carrying a brilliance that sets it apart in the world of spirits.