The target for SouthernComfort.com is people of legal drinking age, 24-29. The design presents Southern Comfort as a catalyst for memorable nights out with friends. It also highlights the brand’s connection to live music and New Orleans.

The design is inspired by poster walls found around cities, or inside clubs and bars. It works because, like Southern Comfort, these poster walls serve as catalysts for the night. People use them to find out what’s going on. They invite exploration. Like New Orleans, they’re electic, global and inclusive. And they’re definitely rooted in music.