Southern Comfort—a brand with 140 years of history—began 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. “We dug in and internalized the history and personality of the brand, in order to craft something authentic and meaningful for modern-day drinkers,” said designer and owner of Helms Workshop, Christian Helms. “From sifting through the vaults at Brown-Forman [the makers of Souther Comfort] and breathing life back into heritage elements, to crafting a new bottle and brand language, the goal was to highlight what makes Southern Comfort unique. The result is a new package that feels confident and comfortable in its own skin, and looks great on the shelf.”