As part of our work redesigning the Hennessy packaging range, we look on the full redesign and repositioning of V.S.O.P. A pinnacle offering within the portfolio, V.S.O.P was an emblem of the brand’s success, yet as the range had expanded, V.S.O.P had grown to lack a distinctive personality and positioning within it.

Beginning with a deep immersion into the brand’s archives, we closely studied the forms of the carafe through its history to distill its most singular aspects. Our redesign hinged on capturing the unique shape of the carafe’s base while creating harmonious proportions overall. We meticulously crafted the elements of the label, redrawing V.S.O.P’s historical codes such as the grape vines, to balance heritage with modernity.

Recognizing that V.S.O.P needed a strong character to stand out both within the range and against its competitors, we emblazoned our newly redesigned bras armé — the icon of the brand — confidently on the front of the bottle as a mark of heritage and strength. This introduced a new code for V.S.O.P that could live beyond the bottle.

To reinforce V.S.O.P’s character, we introduced a vivid and unmistakeable new red color. Reminiscent of the colour of the cognac and the elevated yet eclectic character of V.S.O.P, we employed this bold statement on the gift box together with the newly crafted silhouette of the carafe. This red has become an instantly recognizable signature of V.S.O.P, standing out on shelf and beyond.

Optimizing production required a meticulous process: refining the glass to minimize material and weight, limiting sample rejects, and ensuring adaptability of the new shape across all sizes. Materials and finishes on the label and gift box were carefully planned and selected with recyclability in mind.

Our worked helped to reinstate V.S.O.P as a pinnacle within the Hennessy brand. The foundation of our renewed codes have allowed for continued reinvention and reinterpretation through special editions and activations, renewing its relevance and capturing new audiences.