Hennessy Privé
Established in 1765 Hennessy has become the leading producer of Cognac globally, with Japan being a key market.
The brief was to design a brand targeted specifically towards the Japanese market at a time when the economy was facing a severe downturn and consumption of high-priced spirits was on the decline. The brief therefore was to design a product that the market could consume more economically at home.
It is paramount for a brand of this stature and heritage to maintain its standing and quality. The name Privé was chosen to reflect a private reserve / personal feeling to the product.
The Hennessy Privé brand fulfilled exactly the targeted aim of the producer at a specific time. The final design displayed the brand’s culture and heritage whilst adapting to a rapidly changing consumer market without losing any brand appeal or without sacrificing the quality perceptions.
