Hennessy Very Special takes advantage of its heritage and personality for packaging refresh
Hennessy Very Special has updated its packaging in a bid to appeal to the young, hedonistic consumer and also loyal and traditional Hennessy Cognac drinkers.
Mixing heritage and personality brand design agency ButterflyCannon has designed the updated packaging with the brand’s new bottle shape in mind, creating a bolder and more masculine pack with Hennessy Very Special brand equities heroes of the design. Foil, embossing and gloss varnish have been used to bring these icons to life, with the ‘Very Special’ category code identified as a differentiating factor.
Sandrine Rudnicki, international senior brand manager for Hennessy said of the refresh: “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.”
Jon Davies, creative director of ButterflyCannon, added: “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.”
The new look has been designed to work on mass display, with the icons connecting to become whole when turned at a 90° angle. The design also translates onto the shipper design, benefiting POS in the US market.
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