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ButterflyCannon redesigns Hennessy VS Cognac

Brand design agency ButterflyCannon was 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.

Designing with the new bottle structure in mind, ButterflyCannon has created a bolder and more masculine pack, taking the Hennessy VS 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 cognac category code as being a differentiating factor and have made it feature more prominently on the pack.

Sandrine Rudnicki, international senior brand manager for Hennessy says: “ButterflyCannon has understood what it means to be a premium brand from start to finish of the redesign and has also managed to inject life into the packs by celebrating our brand codes in such a confident way.” 

ButterflyCannon creative director Jon Davies adds: “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 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, therefore attention to detail was vital in the translation from the pack design.”

17 March 2014 - Felicity Murray The Drinks Report, editor