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Hennessy, the world-famous cognac producer, developed a challenging creative brief for the two-hundredth anniversary of its V.S.O.P. limited edition in 2017: translate the harmony of the blend of over 60 eaux-de-vie and the story of its making into a unique brand identity.
It is one of the “big four” cognac houses,[1] along with Martell, Courvoisier, and Rémy Martin, who together make around 85% of the world’s cognac.[2] Hennessy sells approximately 102 million bottles of its cognacs per year,[3] making it the world’s largest cognac producer, and in 2017 its sales represented around 60% of the US cognac market.[4] As well as distilling cognac eaux-de-vie itself, the company also acts as a négociant.[5]
The brand is owned by Moët Hennessy since a champagne & cognac merger in the early seventies, which is in turn owned by LVMH (66%) and Diageo (34%), Diageo acting as a non-controlling shareholder.[6] Hennessy pioneered several industry-standard practices in the world of cognac, and its association with luxury has made it a regular point of reference in popular culture, especially in hip hop.
Hennessy logo
Which can be seen on every bottle, is called “Bras Armé” in French, which is loosely translated in English as “the Arm & Axe.” It was borrowed from the family crest of Richard Hennessy (1724-1800), the company founder. The military theme seemed quite natural for him, as he spent a lot of time in the war.
Interestingly enough, it was not Richard Hennessy who actually decided to use the arm logo, it was adopted long after his death, in 1856.
What is Hennessy?
Hennessy is the iconic brand of French cognac, which was established in 1765, and today is owned by the two largest companies in the alcoholic beverage market, LVMH, and Diageo. The name of the brand has bovine synonymous with the cognac of the highest quality.
Symbol
The original coat-of-arms included a rather realistic depiction of a pig. Although the animal was lean enough to satisfy even modern taste, the brand owners decided to get rid of it. When all is said and done, a pig by any other name (and after a costly designer upgrade) would smell as disgusting.
Brand mark emblem
One of the designs used on the cognac package, is the letter “H” in a rhombus. The brand mark itself, as well as the pattern used on it, was developed by the creative studio NR2154. The firm established by Jacob Wildschiodtz and Troels Faber has offices in New York and Copenhagen. NR2154 listed creating identity codes for Hennessy among the projects it has fulfilled.
Font
The typeface deserves special attention. It was created specifically for the company by the NR2154 studio, which also developed the “H” brand mark. The typeface is called NR2653 Hennessy. Actually, the project included several different fonts.
Color
The Hennessy logo can be given in a variety of colors. Typically, the symbol is given in golden or silver shades. The choice depends on the overall design of the bottle and package.