Southern Comfort Rebrand

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The brand identity and resulting system emanate from the flagship (70 proof) label design. Key elements of the label were retained, but irrelevant and extraneous elements were edited to create a purer, more premium and confident expression for both the label and brand signature.


Using New Orleans as an inspirational frame of reference, the extended system of brand language incorporates elements that directly and indirectly reference the city, its culture and heritage. By providing a flexible system of typography, iconography, color and pattern, the brand is made richer and more genuine.


The Southern Comfort story originates in New Orleans, a city with unique cultural influences and a rich history. We asked artist Christian Northeast to capture the diversity, energy and vibe of the place. The result is a collage of rich, eclectic imagery that is not only true to New Orleans, but is also relevant to people anywhere.


The visual language was designed to be easily extendable, bringing the brand to life uniquely, across a variety of venues and applications. The brand avoids a cookie-cutter approach by providing on-premise, point-of-sale and other experiences that are original and appropriate, at each consumer touchpoint.