Hennessy, the world’s largest producer of cognac, is known for its craftsmanship and legacy in the art of brandy distilling. Based in Cognac, France, the brand is synonymous with elegance and tradition. In 2009, for the first time in over a century, they sought a fresh design for Hennessy Black – a new blend specifically crafted for high-end occasions.

designlaboratory* was commissioned to create premium point of sale displays and barware for this innovative product. The creative direction embraced the vibrancy of the night and the energy of the party scene, ensuring high visibility and brand awareness in American nightclubs. The successful launch in New York helped solidify Hennessy Black’s position as a luxury cognac for a new generation of discerning consumers.