New Logo and Packaging for Southern Comfort by Helms Workshop

First concocted as a mix of bourbon with fruits and spices in 1874 in New Orleans by bartender M.W. Heron, Southern Comfort is a fruit, spice, and whiskey flavored liqueur owned by Brown-Forman and is available in 100 countries. Southern Comfort has a rich history and I wouldn’t normally encourage reading through a product’s history page but this one is rather entertaining. Although on the sweet, syrupy side and popular in cocktails, Southern Comfort packs an alcohol punch that can be deceiving. Earlier this year, Southern Comfort introduced a new Caramel version to complement its other mixes like Lime and Black Cherry and introduced a new logo and packaging designed by Austin, TX-based Helms Workshop. “We dug in and internalized the history and personality of the brand,i