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Southern Comfort

Brand Redesign


Custom Typography
Brand Merchandise & Apparel
Collateral Design
Logos, Iconography & Illustration
Brand Messaging
Packaging System
Identity System


Design Team: Christian Helms, Lauren Dickens & Erick Montes
Creative Direction: Christian Helms
Writer: Mike Woolf, Christian Helms

The Story

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 product 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 system and package that allows the brand to stand proudly and confidently in owning who they are: A Category of One. That spirit of authenticity is universal, and won’t fade with momentary trends.

See the full case study, including more work here.

Helms Workshop®