You are here: interpack Magazine.
Articles
A Bottle of Southern Spirit
A traditional brand Southern Comfort has always been synonymous with the lively southern state spirit of New Orleans: vibrant, cosmopolitan and sensual. Since June of this year Southern Comfort has boasted a shiny new global image - modern and shining like New Orleans itself. Symbols, images and lettering on the bottle and the label exude a whole attitude to life through the packaging of this cult liquor.
In 1874 Irish bartender Martin Wilkes Heron invented a cocktail in the French Quarter of New Orleans that he called "Cuffs and Buttons" as a counter to the then popular "White Tie and Tails". In 1885 he re-named his liquor "Southern Comfort" and had it patented in 1898.
New Image
In June 2010 this classic in international spirits took on a new, contemporary design care of illustrator Christian Northeast aimed at evoking the feel of New Orleans on the bottle. For this artwork already winning several awards the Canadian shooting star used a combination of symbols, images and graphics which now adorn the new bottle capsule in an attempt to convey the music, culture and mysticism of the southern states.
The new brand symbol is a crescent moon - the emblem of New Orleans. It features at several points on the new bottle. On the neck wrap Northeast’s design features an evocative collage of night-life images. Instead of the paddle steamer on the famous label we now see the New Orleans skyline. Design elements like relief embossing and gold leaf highlights are aimed at underlining the quality feel of the brand. All in all the idea here is to make the bottle in its familiar iconic shape stand out from the masses as it were in the international spirits range.
Non Genuine But Mine
The label has been designed to be clearer, more coherent and modern and the inventor’s original slogan "Non Genuine But Mine" has been reintegrated. The new shipping carton with its large illustration and striking lettering is also a real head-turner.
The secret recipe featuring a blend of various fruits and herbs is not said to have changed much to this day. The drink is now sold in over 100 countries worldwide and enjoyed straight, on ice, as a long drink or as a cocktail.
The Artist
Canadian Christian Northeast counts as one of the most influential contemporary newcomers in the field of illustration. His artwork for Southern Comfort already received two awards - one in the "Advertising" category of the "2010 Illustration Annual" of the Communication Arts Magazine and one from the "American Illustration 29 Annual".
