Following a four-year partnership with Hennessy, luxury packaging design agency Appartement 103 (appartement103.com) was asked to develop an innovative limited edition for the iconic Hennessy X.O. Since 2013, this invigorating collaboration has proved to be successful year on year and continues to support the brand in exceeding its commercial goals.

Prestigious Cognacs are known to be appreciated through traditional drinking style and are perceived by consumers as a complex drink, usually enjoyed post-dinner. With innovation as a key trait of its DNA, Hennessy X.O has challenged this paradigm by encouraging consumers to think differently about this renowned category and enticed them with new versatile ways to experience their drinks. 

Following elaborated analysis, Hennessy showcased its leadership once again and broke industry conventions by merging its complex spirit with ice, offering consumers with four ways to appreciate this simple yet elegant fusion: X.O on Three Rocks, X.O Diamond, X.O on a Tea Rock and Hennessy X.O Over Crushed Ice. On its own, Hennessy X.O is a multi-sensory experience with enriched aroma and taste, but the addition of ice elevates the drink and highlights alternate tasting notes, transforming the drink into a completely new experience.

Appartement 103 translated this intimate fusion into an innovative multilevel box made of several layers of carton folded on top of each other, evoking the whirlpool of flavors interacting when cognac and ice merge together. Each facet is highlighted by different printing finishes - from smooth matt black and frosted pattern in shiny silver to textured gold foil - adding dynamism and flow to the presentation. The result is absolutely stunning, creating a pioneering packaging solution that elegantly blends story-telling, graphic execution and structural design all together.

Beyond the gift box, Appartement 103 innovated further by highlighting Hennessy X.O and ice’s proposition through a new metalized effect applied on its decanter, resulting in a luxury crystallized and highly desirable bottle that conveys the preciousness of the drink and portrays the theme with excitement and elegance.

“Our key job was to translate this innovative fusion into a contemporary and eye-catching packaging design that would excite both loyal and new consumers, inspiring them to experiment beyond the traditional drinking habits. With pioneering production expertise, our team created a surprising design that is highly appealing, both graphically and structurally. It reinforces Hennessy’s leadership positioning by using packaging design techniques that have never been applied before in the industry, let alone in such high level of quality. We couldn’t be more pleased with the outcome, it perfectly embodied Hennessy's concept and tagline: Hennessy X.O and ice, a never-ending discovery,” says Appartement 103’s creative director, Marc Savary.