Hennessy asked us to redesign their brand identity and packaging range from top to bottom, to create a unique expression for the brand that would carry it into the future while respecting its illustrious history.

Hennessy’s relentless quest for mastery became the inspiration behind the visual identity. Drawing from a legacy of craftsmanship perfected over 250 years, and inspired by its location in Cognac, we created a modern, unified family of codes to capture Hennessy’s artistry and carried the approach through to a full reinvention of their packaging.

With exacting detail, we redrew the Hennessy logo and its iconic bras armé imbuing them with carefully crafted fluidity and expression worthy of the brand’s legacy. The bras armé took on new meaning as a mark of celebration rather than aggression, broadening its use as an icon of the brand.

We carried the identity's precision and fluidity through to a family of custom designed typefaces that gives the brand a range of expressions, from bold and modern, to elevated and sophisticated, and a contemporary interpretation of the hand lettering used to date the cognac barrels.

Our brand identity was brought to life across the Hennessy packaging range. Our approach was to create unity through distinction, with a design system celebrating the unique sculptural form of each iconic bottle. This solution emphasizes each product's distinctness while visually connecting the range through a shared language of fluidity and sculptural elegance.

See the full case →