Southern Comfort Branding

By Cue

The Idea

Southern Comfort has been a strong brand for decades, but current target consumers had only limited understanding, or associated the brand with outdated cultural references. We used New Orleans, the birthplace of the brand, as a way to create an authentic connection with consumers. By avoiding the cliches of this unique city, we instead focused on its uniqueness, culture and embrace of the best things old and new.

Delivery of Work

New branding came to life through iconography, illustration and design elements used by partner agencies and marketing teams across many different medium. Some examples are packaging, advertising, out of home, online, POS, apparel, off and on-premise promotions.

The Results

The refreshed brand expression was embraced by a wide variety of client teams and agency partners. The brand has enjoyed a resurgence among a more contemporary audience and the design was extended across line extensions of the global Southern Comfort franchise. The integrated process was featured in The New York Times with positive quotes about our work from our main client and one of our agency partners.

Credits

• Copywriters

  • Lisa Pemrick

• Creative Directors

  • Alan Colvin

• Graphic Designers

  • Paul Sieka

• Illustrators

  • Christian Northeast

• Production

  • Chris Thomas

Event Sponsors

Additional generous support provided by Lagunitas Brewing Comapny and The Fraternal Order of Eagles #34