Establish an evolved brand look/feel/voice for Southern Comfort that solidifies its reason for being, links the reason to own-able iconography, and facilitates the building of the brand and portfolio. The new brand expression comes to life in primary packaging (including 70 Proof, 100 Proof and Special Reserve) as well as a variety of other line extensions and activation opportunities.

New Orleans offered not only an authentic origin, but a rich reference for inspiration. The city embodies a history of uniqueness and expression, and to this day embraces a diverse, open-minded culture. It's this spirit that invites people everywhere to engage in the mix.The design references familiar packaging elements, but crafts the new expression with type, patterns, imagery and colour rooted in authenticity and culture of New Orleans. The solution balances equities of the brand with new components including a neck wrap, featuring an original illustration by Christian Northeast, that captures the allure, vibe and energy of New Orleans.

Both consumer and trade audiences have embraced the redesign for its ability to reference familiar brand equities, connect to the authenticity of New Orleans and create new relevance among younger consumers. The new, extended palette for the brand has created a strong foundation for the brand’s global product portfolio, has energised the distribution channel and offered new inspiration for the brand’s marketing partners, resulting in integrated communication efforts – globally and locally, in advertising and at point of sale.