Hennessy Very Special Limited Edition
Brand design agency ButterflyCannon, were tasked with redesigning the Hennessy Very Special packaging. The challenge was that the new design had to appeal not only to the young, hedonistic consumer but also to the loyal and traditional Hennessy Cognac drinkers. Heritage and personality had to be mixed to perfection for this brand.
“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.”
- Sandrine Rudnicki, International Senior Brand Manager at Hennessy
Designing with the new bottle structure in mind, ButterflyCannon have created a bolder and more masculine pack, taking the Hennessy Very Special brand equities and making them the heroes of the design. Foil, embossing and gloss varnish have been applied, which bring these icons to life. ButterflyCannon identified the ‘Very Special’ category code as being a differentiating factor for Hennessy VS, the creators of this classification, and have made it feature more prominently on the pack.
The design works very effectively in a mass display, 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.
Designed by ButterflyCannon