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Creatives unite to design new Hennessy series

Appartement 103, a boutique branding and packaging design agency specialising in premium alcoholic beverages, was invited to join forces with Hennessy cognac and UK art director Peter Saville to bring the latest VSOP Privilege Collection Series to life.

Following last year’s inspiration – the Genome – from the origin and composition of the grape itself, Peter Saville went even deeper into Hennessy’s DNA this year, uncovering the eaux-de-vie that composes the VSOP Privilege blend through the prism of chromatography.

Appartement 103 worked alongside Peter Saville and his team to translate his inspiration onto a successful presentation across three main offers. Having to combine the agency’s deep understanding of Hennessy’s brand with Peter’s creative vision, the project required great synergy and teamwork, encapsulating the true meaning of co-creation.

"Our challenge for this task had two pillars. On one side, we had to perfectly respect Peter Saville's signature graphic style while ensuring that Hennessy's core brand identity remained intact and well expressed on the pack. It’s a delicate balance that we successfully reached, supported by our strong and global understanding of the brand,” explains Julien Zylbermann, Appartement 103’s creative director and co-founder.

The result of this collaboration is an eye-catching presentation that elevates the brand through a contemporary and elegant offer. Boasting vibrant metallic colours, subtle embossing and contrasting matt and varnish finishes, the final design is an abstract meeting point between art and science that connects consumers with Hennessy's deepest roots.

"The support of Appartement 103 was essential in realising this project successfully. Their competence and understanding of luxury product made for an outstanding collaborative partnership” says Peter Saville.

"I am truly grateful for the professionalism and the excellent work of Appartement 103. They succeeded in transforming a design concept into an outstanding product range. Their passion and great sense of detail was key in designing this limited edition. A final result full of creativity and contemporaneity,” adds Hennessy VSOP international brand manager.

7 March 2016 - Felicity Murray The Drinks Report, editor