Hennessy China
Hennessy Special Pack
Old Liquer, Young Generation
For years, Hennessy has spent much effort in market education of cognac-based cocktails and drinks in China. With the trend of cocktail drinking at home starting to pick up, the brand is constantly exploring new recipes and pack offerings to recruit customers.
The brand needs to shake off its image of drinks-for-old-people perception, especially from the younger generation. Younger shoppers, who are ambitious and image-driven, should be engaged with an easy and fun package that allows them to fix a good drink anytime, anywhere.
MIX 混合
For young chinese consumers, the act of ‘mixing’, is part of who they are. It’s rooted in their character; as they embrace a connected and global world without losing their cultural identity.
Hennessy V.S.O.P mixer edition, is a great example of how tradition can evolve and get richer by adding and mixing different ways and possibilities.
Visual Concept: Kinetic Typography
To highlight visually an always evolving mixing spirit, we will create the illusion of an animated typography with the chinese characters of the word ‘MIX’.
The typography elements will look as they are alive, once the sleeve of the box is being pulled out.
PEAK OF FLAVOUR
风味高峰
The ‘peak’ is not just a shape that links to the chinese culture as a representation of harmony and excellence; it’s also present at the bottom of some drinking glasses with a very specific function: to elevate and maximise the quality of the drinking experience.
With this special V.S.O.P mixer edition, shoppers will get a new and excellent drinking experience by combining the special blend of Hennessy, together with the sparkles and subtle flavour of XYZ mixer; a perfect balance of elements to achieve a new peak of flavour.
Visual Concept: ‘THE PEAK’
The ‘peak’ is not just a shape that links to the chinese culture as a representation of harmony and excellence; it’s also present at the bottom of some drinking glasses with a very specific function: to elevate and maximise the quality of the drinking experience.
EXPLORE 探索
Trying something new is always a step forward; an exciting way to widen our tastes and memories. And by the act of exploration, we allow ourselves to be surprised by something great that we couldn’t expect could be of our interest.
With this Hennessy V.S.O.P mixer edition, we want to invite chinese young consumers to try a new, refreshing and surprising way of experiencing the quality of Hennessy cognac.
Visual Concept: NEON SIGNS
When the neon lights of the city start showing their brightest glow, it becomes an instant sign that the time for exploration has started.
It’s an energetic and inspiring clutter that opens our senses by anticipating them that something new and exciting awaits ahead.
