A tradition. Or one helluva-long fad.

Southern Comfort

Being in Bourbon Country, as folk call it around here, we get a lot of requests to work on whiskies and liqueurs. But imagine our pleasure when we were asked to work on SoCo, one of the world’s most famous brands. But that was sort of the rub . . . as famous as the brand is, nobody really knew what Southern Comfort stood for, whom it was designed to appeal to, or even how to drink it.

Our job was to develop a global website as well as five sister-sites for other countries, each customizable by location. But above all, we were asked to create a clean, beautiful site experience that answered the fundamental questions “What is Southern Comfort?”, “Who drinks it?”, and “How should it be drunk?” — and all in a way that appealed to and was understandable by almost everyone in the world.

Hey, you, Mister Man. Strutting your stuff, walking tall, the 24-year-old cock of the walk. Yeah, we see you in your tailored pants and thrift-store shirt, head held high, catching some beats, cruising the mean streets of Albany. We know the way you roll. We embrace the things that make you cool. We salute your comfort.

You with the devil-may-care smile and goddess self-assurance. We know who you are and what you stand for, slipping and grooving your cool stuff in Detroit. We’re digging that 33-year-old sense of style, that vibe you take for granted. We know the way you roll. We embrace the things that make you cool. We salute your comfort.

Yeah, you’ve got it. You know who you are. You know what makes your 44-year-old-self so unique, so assured. You’re in the crease with that relaxed bring-it-on flair, that one-and-only laid-back-dialed-in-but-quintessentially Melbourne style. We know the way you roll. We embrace the things that make you cool. We salute your comfort.