Brown-Forman tasked JDO Brand & Design to create an eye catching design for the packs in Australia and New Zealand which represent 60 per cent of the global RTD market.
The new design needed to leverage the global visual identity and the brand’s positioning of ‘Whatever’s Comfortable’ as well as being dynamic and have standout on shelf.
JDO said that with “potentially huge” graphic real estate, secondary packaging serves as “portable advertising” and can be more important than primary packs at point of purchase.
The resulting packs see the new RTD primary bottle and can placed at a monolithic angle at the centre and the sky has been designed to act 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.”
The new secondary packaging will be supported by through the line communication.