Since its launch in 1998, Hennessy Pure White has only ever been available in the Caribbean; a limited distribution that has built an intriguing aura around one of Hennessy’s most covert brands. Made in Cognac, Pure White is a smooth and elegant liquid – a fine quality you would expect from the Hennessy Maison. What makes it so fascinating, however, is that although the liquid is expectedly made in France, the brand has grown exclusively within the heart of the Caribbean.
2023 marks the 25th anniversary of Pure White, and for the occasion, the brand was to make its first appearance in the US paying tribute to the fans. We were commissioned to imagine how such a very limited US drop could be brought to life. We worked hand-in-hand with Hennessy brand team and the UK based strategic agency, This Time Tomorrow, who developed the strategic platform supporting the launch. From there, forceMajeure worked on bringing the Pure White story to our consumers through the creation of a limited edition pack and campaign.
Limited Edition, Packaging Design, Art Direction, Campaign, Key Visuals (Print, Digital & Social), Photo & Video Production, Retail Assets.