Knockout was tasked with creating a design that embodies the essence of ‘nine extraordinary destinations’ that hold special significance for Hennessy. These destinations include Macau, Hainan, Singapore, Paris, Shanghai, Hong Kong, Taipei, Shenzhen, and a custom edition exclusively for Harrods.
The agency was responsible for developing a design that not only stood out but also prioritized sustainability. The collection breaks away from traditional packaging by utilizing protective cases made from fully recyclable paper pulp, shaped to mirror the iconic silhouette of the Hennessy X.O bottle.
Each bottle is then adorned with a luxurious leather luggage tag, featuring patterns inspired by the intricate architectural wonders of each destination. Bespoke illustrations on the labels capture the energy and essence of each locale, while a curated color palette infuses vibrancy and a modern feel to the collection.
The debut of the Paris edition coincided with the 2024 Olympics, showcasing the classical style and romance of the city through captivating illustrations of its landmarks. Dom Burke, founder and executive creative director at Knockout, highlighted the beauty and depth that sustainable materials bring to the brand’s narrative, making the design a blend of striking beauty and environmental responsibility.
The use of sustainable materials and premium treatment in the design conveys the ethos of sustainable luxury, emphasizing a harmonious balance between aesthetics and eco-consciousness.
