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JDO Brand & Design continued its partnership with Brown-Forman to redesign ready to drink (RTD) Southern Comfort secondary packaging for Australia and New Zealand. The agency 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.