07.15.10

Southern Comfort packaging

Packaging, Consumer

Southern Comfort had many of the ingredients necessary for a great brand—authentic roots, rich history, strong name recognition—but had lost its relevance. A trip into the heart of New Orleans revealed that the soul of the brand could still be found in its city of origin.

Minneapolis-based Cue Inc. used original typography, brand shorthand, imagery and label shape in unique ways to create a rich system connected to the core of the brand. As part of the brand identity and packaging project, illustrator Christian Northeast captured the energy and vibe of New Orleans in an eclectic image that not only conveys a sense of the city, but translates to just about anywhere people enjoy life. The illustration is prominently featured on the neck wrap of the new 70-proof core bottle and secondary packaging, and has become a featured element of the refreshed brand. During the redesign, Cue retained the familiarity of the label, but looked to the brand's heritage for inspiration, giving the label a proprietary shape. The bottle was one of the more iconic and authentic-feeling components retained from the existing packaging system; the new label shape works with and enhances its unique qualities and delivers a New Orleans vibe.

[photo credit: Rob Grimm]

Lisa Pemrick, writer; Paul Sieka, designer; Alan Colvin, creative director; Christian Northeast, illustrator; Chris Thomas, producer; Brown-Forman Corp., client.

www.designcue.comwww.southerncomfor ...