“JDO Brand & Design has continued its partnership with Brown-Forman to redesign ready to drink (RTD) Southern Comfort secondary packaging for Australia and New Zealand. The agency has previously worked with Brown-Forman on the Jack Daniel’s brand.
JDO was briefed to create an eye catching, iconic design for the packs. Australia is the world leader in alcoholic RTD, representing 60% of the global market. The new design needed to leverage the global visual identity and the brand’s positioning of ‘Whatever’s Comfortable.’ It also needed to be dynamic, disrupt category norms and have standout on shelf. With potentially huge graphic real estate, secondary packaging serves as portable advertising and in many cases is more important than primary packs at point of purchase. It grabs attention, creates desire and encourages consumers to switch brands.
The resulting packs see the new RTD primary bottle and can placed at a proud and monolithic angle at the centre of the outers. The striking sky acts as an inviting backdrop suggesting a relaxed, sociable, kick back occasion. New designs will feature on boxes, wraps and shippers across both bottle and can formats.
Ray Smith, JDO creative director said, “The Southern Comfort RTD secondary packs needed to celebrate the newly designed primary packs and echo the brand’s personality embracing its strong, comfortable character and stand out from the crowd. The ‘larger than life’ RTD bottle and can are shot with epic perspective against an endless sky and rendered in low-fi colours to deliver the ‘confident effortless attitude’ that the brand has running through its DNA.” Darren West, group marketing manager at Brown-Forman, commented, “The new Southern Comfort RTD secondary packaging designed by JDO champions the brand’s attitude of being your ‘awesome self’. It establishes the new designs for the RTD primary bottle and can and places them centre stage evoking the brand’s sense of confidence and self belief.”
The new secondary packaging will be supported by cohesive through the line communication. JDO played an integral role in helping to connect the touch points of the Southern Comfort brand world with consistent brand messaging.”