LVMH brand Hennessy is available in a limited-edition pack, designed by ButterflyCannon, as part of the launch of its Fine de Cognac, #thefinemix digital campaign.
Using the Instagram platform, Hennessy is celebrating the mixability of the Fine de Cognac, by encouraging consumers to share their own 'Fine Mix.'
ButterflyCannon was briefed to create a limited-edition pack that would both clearly communicate this campaign while serving as an impactful, premium, festive gift-pack in it’s own right.
The metallic stock is overprinted with a grey ink, aiming at a masculine finish. The central motif of the design, a fragmented pattern of offset diamond shaped panels, is a contemporary interpretation of the more formal pattern used on Hennessy’s core packaging, it’s proportions adapted to reference the square frame of Instagram photos.
Executed in either de-saturated metallic grey tones reminiscent of vintage photographic plates or vibrant shades of Fine de Cognac’s orange, the panels are used to present either informal but premium lifestyle photography or are picked out in embossed gold foil to add an element of festiveness.
Ben Cox, design director at ButterflyCannon says: “The Fine de Cognac #thefinemix limited-edition gift pack was an exciting project with a very particular challenge; integrating a digital lifestyle focused campaign into a premium packaging design. Focusing on the aspects of Hennessy’s brand codes that complimented the aesthetic of ‘Instagrammable’ lifestyle photography enabled us to find a solution that led to highly desirable gift pack that was also able to act as the main communication tool for the #thefinemix social media campaign.”
Philippe Stadnik, international senior brand manager for Hennessy Super Premium adds: “ButterflyCannon have understood what it means to be a premium brand from start to finish of this limited-edition brief. They have created a confident and self assured piece of packaging design that successfully communicates the essence of our #thefinemix digital campaign whilst simultaneously celebrating our brand codes.”
28 November 2016 - Sam Coyne The Drinks Report, editorial assistant
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