Posted by: Butterfly Cannon | Date added: Thu 31 Jan 2019
Hennessy approached us to create a limited-edition design for their iconic V.S.O.P Privilège expression that would celebrate the blend’s 200th anniversary; the moment when, in 1818 the future King George IV of England received a specially commissioned "tierçon cask of excellent quality old pale" from James Hennessy. A moment that marked the birth of a new style of Cognac that would lead to the creation of the now universally recognized “Very Superior Old Pale" Cognac designation by Hennessy.
Inspired by the fact that when you open a bottle of Hennessy V.S.O.P Privilège today, you are experiencing the same perfectly balanced spirit that was created 200 years ago, we set out to create a design that enabled consumers to experience the spirit of that very first special delivery. A precious piece of history transported to the present in a resolutely contemporary capsule for future generations to enjoy.
The distinctive, elongated bottle, with elegantly sloping shoulders is inspired by the original charentaise carafe that housed the liquid, with a heavyweight base and oversized punt detail. The label format is inspired by original designs found in the brand archive, printed on a subtly textured uncoated craft paper, with Hennessy’s iconic vine leaf motif executed using an antique bronzing technique, in a rich, coppery gold to complement the characteristic red hue of the Hennessy V.S.O.P Privilège liquid.
The brushed aluminium outer capsule looks to the future with clean, crisp lines, offset by copper detailing that harks back to the traditional alembic stills used to distill the many different eaux-de-vies that make up the final blend, with the lid bearing engraved words excerpted from the future King George IV's original request for a "very old superior" Cognac. The capsules handle is a strip of natural fine grained leather that recalls the aprons worn by the artisan coopers who craft the oak casks used to age the spirit, whilst inside, this authenticity is further reinforced by the bottle being held in place by a frame of real oak wood.
The timeless, forward-facing design of the 200th Anniversary pack and campaign has been an immediate success, with the Limited-Edition pack completely sold out.
Arron Egan, Creative Director at Butterfly Cannon comments, “To commemorate such a momentous occasion, we knew that this could be no ordinary piece of packaging. By delving into the Hennessy archives for the all-important details that allow us to get to the heart of the brand story and then re-interpreting these through a contemporary design aesthetic, the team have created a design that speaks to both the past and future of Hennessy V.S.O.P Privilège.”
Philippe Stadnik, Global Group Marketing Manager for Hennessy adds: “Butterfly Cannon’s design weaves together modern design components with elements that pay homage to Hennessy V.S.O.P Privilège’s past and emphasizes Hennessy’s ethos of Crafting Our Future Since 1765".
VOYA is a luxury organic spa brand based in Co. Sligo, Ireland, that combines the 300-year-old Irish tradition of seaweed bathing with a 5-star global spa experience. They came to us to create limited edition packaging for their range of skincare products that was in keeping with their organic, earthy and environmentally friendly ethos, whilst celebrating the festive season.
Date added: Fri 21 Dec 2018
ButterflyCannon create the brand positioning, identity and packaging design for an exciting new rum brand,
Date added: Wed 03 Oct 2018
ButterflyCannon have created the brand positioning, identity, naming and packaging design for Walgreens Boots Alliance’s new wellness range, a collection of three protein powders that are both disruptive whilst feeling approachable and deliciously healthy.
Date added: Fri 18 May 2018
ButterflyCannon has designed a new range for Oriflame’s The ONE cosmetics brand. The One Express Collection captures the energetic and creative spirit of a more creative consumer group, attracting consumers who wish to be more expressive with their makeup.
Date added: Thu 24 Aug 2017
Following on from the huge success of last year’s giftpack, ButterflyCannon were again tasked with creating a highly impactful festive pack for Glenmorangie Original, the brand’s signature expression.
Date added: Mon 17 Dec 2012