In order to call its New Orleans heritage to the forefront and reconnect with consumers, Southern Comfort redesigned its labels. A new brand shield is featured on the front label of each bottle, creating strong shelf presence and visibility. The labels feature the fleur de lis and filigree reminiscent of the wrought iron balconies often found in New Orleans, while iconography in graphical lock-ups give the brand a much clearer, more premium treatment. Individual design cues have been integrated into each variety to aid in product differentiation and deliver a specific message to the consumer. One of the most prominent elements of the package, neck wraps on the bottles feature illustrations to capture the culture and energy of the brand’s birthplace.