Brown-Forman challenged us to help Southern Comfort—a brand with 140 years of history—begin a fresh conversation with consumers. After years of campaigns and packaging built around market trends, the brand had lost focus and drinkers no longer connected to its offering or story.
Our solution was to work collaboratively with the Southern Comfort team, shedding novelty and artifice in favor of meaningful messaging and timeless simplicity. The result is an identity and packaging system that allows the brand to stand proudly and confidently in owning who they are: A Category of One.
From the new brand messaging and bold iconography to the streamlined label and sturdy bottle silhouette, the new Southern Comfort is built to stand confidently and comfortably on the shelf.