Local Look For SoCo

Famous booze brand gets hip Austin makeover from local design firm

Famous booze brand gets hip Austin makeover from local design firm

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Austin-based design company Helms Workshop gave Southern Comfort a design face lift. Courtesy of Helms Workshop
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Although it keeps the same spirit it had in its past life, the new identity gives the brand a more modern feel. Courtesy of Helms Workshop
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The old Southern Comfort branding, for comparison. Southern Comfort/Facebook
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The full line of Southern Comfort, including the latest flavor on the lineup: Caramel. Courtesy of Brown-Forman Corporation
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 Southern Comfort is getting a new flavor — and a face lift. The alcohol brand teamed up with Austin-based design firm Helms Workshop to form a bolder, hipper look for Southern Comfort. Although it keeps the same spirit (pun intended), the new identity brings a modern twist to the company's century-old history.

 "The goal was to highlight what makes Southern Comfort unique," says Helms Workshop owner Christian Helms.

"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 Christian Helms, designer and owner of Helms Workshop, in a press release.

Southern Comfort's origins date back to 19th century New Orleans when bartender Martin Wilkes Heron created a sweeter liqueur to mix in his cocktails. Heron's signature is still emblazoned on every bottle, and Helms Workshop said it took care to draw inspiration from the company's heritage.

“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 Helms.

Some of Helms Workshop's recognizable work in the Austin area includes Pinthouse Pizza's logo, Frank's overall brand identity and Austin Beerworks' logo and packaging design for its famous Peacemaker Anytime Ale 99-pack. Outside of Austin, Helm has worked on other big name brands like Jack Daniel's Tennessee Whiskey and Pabst Brewing Company.

But what about this new flavor also hitting shelves, you ask? Caramel will be the latest addition to the Southern Comfort family, which already includes the bourbon-mixed Original Reserve in addition to cherry and lime flavors. 

Stay sharp, because the roll out for Southern Comfort Caramel — and the new branding — begins in early March.