Brown-Forman | Concept | Southern Comfort Brand

New Orleans, Louisiana

2007

Getting back to your roots is a fine brand strategy, and Southern Comfort’s hometown of New Orleans provided plenty of inspiration. A multi-story building in the historic French Quarter was being readied for a conversion to bar, restaurant, gallery, recording studio and thrift store until Hurricane Katrina changed the landscape of tourism. The design incorporated a New Orleans sensibility that reflected the history and personality of SoCo¬†while appealing to a younger demographic.