Trade-facing brand guide and luxury platform for Hennessy Cognac.
Hennessy Cognac
Brand / Client
Hennessy Cognac
Category
Packaged Goods, Wine & Spirits
Context
The O Group
Role
Creative direction, concept development and guideline approval
Services
Brand Strategy, Creative Direction, Brand Guidelines, Trade Communications, Presentation Design, Design Direction
Collaborators
Karin Satrom and Jason Kirshenblatt, design
Hennessy wanted to reassert its position as a luxury house and give trade partners a clearer, more consistent way to express the brand. The assignment combined established brand equities with newly created standards designed to elevate Hennessy across trade-facing communications.
The House of Hennessy concept provided the organizing idea: presenting the brand not simply as a portfolio of cognacs, but as a heritage-driven luxury house with a coherent point of view.
The guide gave internal teams and trade partners a practical framework for presenting Hennessy with greater consistency and distinction.
Existing standards were organized alongside new direction, bringing the brand’s heritage, craftsmanship and portfolio together under one disciplined system.
