The brief for this project was to revitalise the visual identity and personality of an existing quality alcoholic beverage producer. The task was to either redesign two existing labels or create two new labels, identified through research into current and potential markets.

The marketing focus was to think proactively about attracting potential markets and future growth, current customers are important to maintain, therefore existing logos/brandmark must be retained.

Given the rise in popularity of premixed alcoholic beverages, I felt as if Southern Comfort’s current offering was not meeting the wants and needs of this burgeoning market, and therefore aimed to create two varieties of premixes that would stand out on the shelves. I used two recipes off the Southern Comfort website as my inspiration for the flavours and illustrated the fruits by hand before transferring to a digital medium.

The second part of this brief was to design and develop an innovative/integrated promotional visual concept that responds to the revitalisation of the visual identity, the potential market’s characteristics and motivations.

In writing my brief and identifying the potential target market, I found that they are most likely to take premixed drinks to a friend’s place, a bbq or a gathering, due to the ease of use. This inspired me to develop a promotional piece that would be a gift with purchase; a branded insulated drinks bag, meeting the target market’s expectations on both looks and practicality.

I then expanded on the marketing material and created a poster and a billboard, utilising the same approach as the cans and insulated bag, to round out the campaign.