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Limited-edition packaging for Hennessy X.O

Möet Hennessy Louis Vuitton (LVMH) brand Hennessy and design agency Appartement 103 have developed a limted-edition packaging for Hennessy X.O.

Hennessy claims that prestigious cognacs are known to be appreciated through traditional drinking style and are perceived by consumers as a complex drink, usually enjoyed post-dinner. Hennessy X.O challenges this by encouraging consumers to think differently about the category and entices them with new ways to experience their drinks.

Following analysis, Hennessy broke industry conventions by merging its spirit with ice, offering consumers four ways to appreciate this fusion: X.O on Three Rocks, X.O Diamond, X.O on a Tea Rock and Hennessy X.O Over Crushed Ice.

Appartement 103 translated this into a multilevel box made of several layers of carton folded on top of each other, evoking the flavours interacting when cognac and ice merge together. Each facet is highlighted by different printing finishes, from smooth matt black and frosted pattern in shiny silver to textured gold foil, adding dynamism and flow to the presentation. The result is a packaging solution that blends story-telling, graphic execution and structural design all together.

Beyond the gift box, Appartement 103 has highlighted the Hennessy X.O and ice proposition through a new metalised effect applied on its decanter, resulting in a luxury crystallised bottle.

Marc Savary, creative director, Appartement 103, says: “Our key job was to translate this innovative fusion into a contemporary and eye-catching packaging design that would excite both loyal and new consumers, inspiring them to experiment beyond the traditional drinking habits. With pioneering production expertise, our team created a surprising design that is highly appealing, both graphically and structurally. It reinforces Hennessy’s leadership positioning by using packaging design techniques that have never been applied before in the industry, let alone in such high level of quality. We couldn’t be more pleased with the outcome, it perfectly embodied Hennessy's concept and tagline: Hennessy X.O and ice, a never-ending discovery."

11 February 2017 - Sam Coyne The Drinks Report, editorial assistant