Rooted in my South Louisiana upbringing, I have always held a deep appreciation for the culture, community, and history that define this region - especially the vibrant traditions of New Orleans. That personal connection became the driving force behind my senior thesis, where I was tasked with selecting a brand to research extensively and reimagine through thoughtful, purpose-driven design. My goal was to choose a product line that not only carried cultural weight but also had the potential to celebrate and give back to the community it represents. Louisiana Tradition stood out as the perfect foundation for this exploration. I approached the project through the lens of storytelling, striving to design a brand experience that would transport customers into the heart of Louisiana’s heritage. Every design decision was made with intention, weaving together visual elements that reflect authenticity, history, and place. By grounding the work in narrative, I aimed to create more than just a visual identity. I sought to craft an experience that allows people to feel connected to the traditions and spirit of Louisiana.

The rebrand included new label designs for the Louisiana Tradition Brandy, Gin, Bourbon, and Vodka, each carefully developed to reflect both individuality and cohesion within the larger product line. Beyond packaging, I expanded the identity through custom glassware for each spirit, cigar wraps, menus with wooden backings, a user-friendly website layout, and a suite of print and digital advertisements. Together, these components formed a comprehensive system designed to immerse customers in the story of Louisiana Tradition while presenting a polished, contemporary brand presence. This project was not only a creative challenge but also a personal journey. By merging my own roots in South Louisiana with the principles of design, I was able to honor the culture I care deeply about while demonstrating the power of branding as a tool for storytelling, community connection, and cultural preservation.