FRANCE - Appealing to both loyal drinkers and young consumers, the new packaging design for the Hennessy Very Special collection perfectly mixes heritage and personality.
London-based brand design agency ButterflyCannon was tasked with redesigning the Hennessy Very Special packaging to appeal not only to the young, hedonistic consumer but also to the loyal and traditional Hennessy Cognac drinkers.
“Hennessy Very Special is an iconic brand with an iconic attitude to match. Finding a way to create excitement and impact but not lose the heritage was the perfect challenge for our team,” said Jon Davies, Creative Director of ButterflyCannon.
Designing with the new bottle structure in mind, ButterflyCannon created a bolder and more masculine pack, that takes the Hennessy Very Special brand equities and makes them the heroes of the design. Foil, embossing and gloss varnish were used to bring these icons to life.
In addition, ButterflyCannon identified the ‘Very Special’ category code as being a differentiating factor for Hennessy VS, the creators of this classification, and decided to feature it more prominently on the pack.
In a mass display, the design works very effectively - when the packs are lined up and each turned 90°, the icons connect and become whole. The design also translates well onto the shipper design, which is an important POS item in the US so attention to detail was vital in the translation from the pack design.
Sandrine Rudnicki, International Senior Brand Manager at Hennessy, commented, “ButterflyCannon have understood what it means to be a premium brand from start to finish of the redesign and have also managed to inject life into the packs by celebrating our brand codes in such a confident way.”