Empire Gin wanted a more striking, contemporary presence that could stand out against competitors, attract new consumers and give its 5x distilled proposition greater prominence.

Crombie Creative was brought in to collaborate with Kiilat Creative on the pitch, exploring new packaging for the body label, neck design and bottle structure.

We explored three creative territories inspired by Empire’s sense of power, prestige and authority.

The Sceptre drew on the ornamental form of a ceremonial sceptre to create a distinctive packaging device.

To Rule Them All took inspiration from the throne room, using the chair as a symbol of authority, grandeur and status.

Empire Art Deco explored bold geometry, symmetry and sleek detailing to create a more contemporary expression of luxury.

The Sceptre route was selected as the winning concept, with Kiilat taking the design through to final execution in Indonesia.

The finished Empire Gin brings the Sceptre idea to life through a distinctive bottle and ornamental detailing, creating a stronger and more premium presence on shelf.

In 2026, Empire Gin was awarded Gold at the Asia World Spirits Competition, recognising its distinctive character, refined craftsmanship and Indonesian provenance.