Social Media Rebrand Project
Brass Lion Distillery:
Curating a Fresh Content Strategy for a Local Craft Spirits Brand
Duration:
August - November 2023
My Role(s):
Photographer, Post-Production Video Editor, Social Media Copywriter,
Content Strategist, Digital Marketing Strategist, Creative Director
Project Objective:
As part of a branding and digital marketing module, we were tasked with stepping into the role of a brand’s social media team to better understand content strategy and brand voice. My group selected Brass Lion Distillery, a homegrown Singaporean craft spirits brand, as our case study. The goal was to immerse ourselves in their existing brand identity, tone, and audience, and then develop a fresh series of social media content that aligned with their values while offering new creative directions.
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This involved conducting brand research, analysing their current digital presence, identifying gaps or opportunities for engagement, and curating a consistent visual and editorial style. We then planned and designed a mock content calendar featuring original copywriting, imagery, and campaign ideas that would authentically resonate with their audience and support brand growth.
My Process:
This project on Brass Lion Distillery marked my first foray into the F&B space—a departure from my background in fashion, yet one that provided transferable insights. Leveraging my understanding of visual storytelling and brand positioning, I approached the rebrand with strategic clarity.
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Wanting t0 broaden the brand’s reach to a younger demographic in their early 20s, I identified an opportunity to shift consumer perception by repositioning Brass Lion not merely as a beverage, but as a lifestyle brand. Through market research and brand immersion, I discovered that community is central to their identity. This insight informed my creative direction: to build aspirational lifestyle narratives that could visually and emotionally connect with a younger, experience-driven audience.
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I pitched and executed a content strategy rooted in aspirational storytelling—infusing editorial aesthetics, elevated visuals, and culturally relevant touchpoints to enhance brand desirability. I took full ownership of the visual and narrative execution, including content planning, photography, post production, editing, copywriting, and overall feed direction. The goal was to transform a product want into a lifestyle ideal, an approach that aligns with contemporary consumer behaviour and resonates with my personal creative ethos of thoughtful elevation.
Newsletters & Copywriting:
Throughout my work with Brass Lion Distillery, I remained observant of brand touchpoints that presented opportunities for improvement. One such area was their email marketing. Approaching this from both a strategic and subscriber perspective, I recognised that their newsletters lacked a cohesive brand voice and did not fully capitalise on the potential to drive engagement or foster brand loyalty. Rather than critique, I saw it as a creative challenge, one that allowed me to elevate and reshape the brand’s communication strategy.
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I reimagined their newsletters with the dual intent of educating the audience and reinforcing brand identity. Drawing inspiration from lifestyle-driven legacy brands like Ferrero Rocher, I focused on transforming each issue into an experience that communicated the spirit of community and craftsmanship at the heart of Brass Lion. By blending storytelling with informative content, I aimed to position the brand not just as a product, but as a cultural touchstone: one that connects people and occasions.
Instagram Reel/ Tiktok:
Understanding that the next generation of consumers, particularly those in their early 20s—engage most with dynamic, immersive content, I proposed a shift from traditional product-centric marketing to a lifestyle-led narrative.
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Leveraging my strength in visual storytelling and content elevation, I conceptualised a campaign video tailored for Reels and TikTok. Rather than focusing solely on the product, I crafted content designed to evoke emotion and aspiration, inviting the audience to feel the brand before engaging with it.
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This pivot was intentional: while the creative direction was refreshed to speak to a younger, digitally native audience, it remained rooted in Brass Lion’s original DNA of community, craft, and culture. My role was not only to evolve the brand’s aesthetic but to do so with strategic integrity, respecting its heritage while positioning it for long-term relevance.