FDBusiness.com

Paris-based design agency Appartement 103 has joined forces with cognac house Hennessy to produce a new packaging design for its latest V.S.O.P Privilege Collection Series.

The eye-catching packaging design “elevates the brand through a contemporary and elegant offering”, boasting vibrant metallic colours, subtle embossing and a contrasting mixture of matte and varnish finishing for an abstract final design. The design studio also worked with British artist Peter Saville, who delved “deep into Hennessy’s DNA” to produce a design that characterises the V.S.O.P Privilege blend “through the prism of chromatography”.

Having to combine the agency’s deep understanding of Hennessy’s brand with Peter’s creative vision, the project required great synergy and teamwork, encapsulating the true meaning of co-creation, Appartement 103 said.

Appartement 103 creative director and co-founder Julien Zylbermann said: “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. It’s a delicate balance that we successfully reached, supported by our strong and global understanding of the brand.”

Hennessy V.S.O.P’s international brand manager added: “I am truly grateful for the professionalism and the excellent work of Appartement 103. They succeeded in transforming a design concept into an outstanding product range. Their passion and great sense of detail was key in designing this limited edition – a final result full of creativity and contemporaneity.”