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Hennessy recruits artist for Privilege Collection
Hennessy Cognac has partnered with British artist Peter Saville and brand design agency Appartement 103 to develop packaging for the new limited edition VSOP Privilege Collection, which is inspired by eaux-de-vie.
Hennessy has once again partnered with an artist, this time for the VSOP Privilege Collection packaging
Building on 2014’s ‘genome’ inspiration, Saville used chromatography to explore the eaux-de-vie that comprises the Cognac blend.
Brand agency Appartement 103 then worked alongside Saville to translate his designs across the product.
The resulting presentation is said to elevate the brand through a “contemporary and elegant offer”. The pack features metallic colours, subtle embossing and contrasting matte and varnish finishing.
Appartement 103 describes the final design as “an abstract meeting point between art and science”.
“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,” said Julien Zylbermann, Appartement 103 creative director and co-founder.
“It’s a delicate balance that we successfully reached, supported by our strong and global understanding of the brand.”
Saville added: “[Appartement 103’s] competence and understanding of luxury product made for an outstanding collaborative partnership.”
Hennessy has a long history of partnering with artists. Last year, the brand commissioned multi-disciplinary artist Ryan McGinness to design a limited edition fluorescent bottle to celebrate the brand’s 250th anniversary.