A Bold Campaign That Redefined a Whiskey Icon

Southern Comfort, once known for its authenticity and originality, needed a fresh creative direction to reignite its relevance and connect with a new generation of whiskey drinkers. The challenge was to modernize the brand’s visual identity while preserving its distinct personality—balancing premium appeal with a laid-back, unpretentious spirit.

- 360 campaign strategy
- Vis ID book (both global and local)
- Campaign identity
- Full website redesign (site architecture, wireframes, front end web dev)
- Bottle and cocktail photoshoot
- :30 sec video
- OOH
- Print/web ads
- Shelf talkers / cocktail signage
- Merchandise
- Full calendar year of activations/extensions
Lead Creative, The Brooklyn Brothers

Lead all creative from conception to completion
Strategy: Evan Confield
Photography: Sarah Anne Ward
Videography: Sarah Anne Ward
Copy: Jon Yasgur
Production: Brooklyn Brothers
Site Dev: Sagepath
www.southerncomfort.com | @southerncomfort

The Campaign

The campaign, “Comfortably Different,” redefined what it means to drink whiskey by embracing individuality and self-expression:

Photography direction that showcased diverse hands holding the bottle, reinforcing inclusivity.
A vibrant, unexpected color palette that broke from traditional whiskey tropes.
Illustrative and graphic elements that infused energy and playfulness into the brand.
Campaign messaging that celebrated confidence without exclusivity.