Empress 1908 Gin
This gin startup was inspired by the Empress Hotel’s historic opening in 1908. It celebrates this icon of luxury in the Pacific Northwest and their famous tea service and cocktail lounge that brought visitors from near and far. My challenge was to create a brand/user experience that lived up to the grandeur of that time without overdoing it. The unique ribbon label design and copper top harken back to that golden age, simple, elegant, regal – allowing the radiant pea-blossom infused gin to to be royalty. And people noticed. Numerous taste and design awards later Empress hit the market running and in a few short years was being distributed internationally. Now its iconic bottle and label design is a staple at fine establishments everywhere and a beacon for the next generation of gin enthusiasts. This meteoric rise has spawned two new flavors and further expansion throughout North America and the globe.
DISCOVERY > BRANDING > PACKAGING > CREATIVE DIRECTION
CHALLENGE:
Create a new luxury experience in gin packaging to capture the rich history, artisan small batch distilling and its unique color
Appeal to a broader audience (both female and male) and create a ‘new generation’ of gin consumer
This is not your grandpa’s gin – this is smooth, botanical, with an all-natural blue color that changes to lavender/pink with the introduction of citrus
Changing the perception of gin and what it could be
RESULT:
Create a new luxury experience in gin packaging to capture the rich history, artisan small batch distilling and its unique color
Appeal to a broader audience (both female and male) and create a ‘new generation’ of gin consumer
Not your grandpa’s gin - smooth, botanical, with an all-natural blue color that changes to lavender/pink with the introduction of citrus