The premium spirits brand unveils a new identity and packaging.

The new identity was done "to create a unique expression for the brand that would carry it into the future while respecting its illustrious history." according to NR2154, the agency behind the change. The work was "drawing from a legacy of craftsmanship perfected over 250 years, and inspired by its location in Cognac."

Hennessy is a luxury cognac brand founded in 1765 by Irishman Richard Hennessy. It is a subsidiary of LVMH (Moët Hennessy Louis Vuitton), the world's largest luxury goods conglomerate.

The company's headquarters are located in Cognac, France, where it produces its premium cognac using grapes grown in the surrounding region.

Hennessy is one of the largest cognac producers in the world, with a global reach and a significant presence in both developed and emerging markets.

It offers a range of products, including V.S (Very Special cognac aged for a minimum of 2 years), V.S.O.P (Very Superior Old Pale cognac aged for a minimum of 4 years), X.O (Extra Old cognac aged for a minimum of 6 years) and Paradis (cognac aged for a minimum of 40 years), each with its own distinct flavor profile and level of aging.

The brand has a strong heritage and is known for its commitment to quality, innovation, and sustainability. The brand also has a long history of collaborations and partnerships with artists, musicians, and cultural icons like Jay-Z, Drake, and LeBron James.