Hine Cognac | Packaging Success Story | Smurfit Westrock
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Hine Cognac

SUCCESS STORY

Crafting a distinctive brand experience for Hine Cognac with interactive, sustainable packaging

The Challenge
Thomas Hine & Co, a French cognac brand, challenged us to design a sustainable, recyclable, and interactive package for a limited-edition gift set featuring Hine VSOP cognac and two highball glasses. Shoppers needed to rotate the glasses within the packaging for an engaging experience. The packaging had to support Hine’s sustainability goals while maintaining a luxurious appeal for loyal customers and new enthusiasts alike.
Hine Cognac
Hine Brandy Packaging
The Approach
Our team designed a clever, efficient, and entirely paper-based package using just two components: a folding carton outer box and an interior fitment to hold the bottle and glasses. By incorporating a wheel at the top of the box, shoppers can spin the fitment inside like a revolving door, revealing a 360-degree view of the glasses through a cutout, plastic-free viewing window. 
Hine Brandy Packaging
The Result
The final design delivers a striking, interactive experience that engages consumers before they open the package. By encouraging physical interaction, it enhances the brand experience with a playful invitation to try Hine VSOP cocktail recipe. The clever structural design, paired with bold graphics featuring Hine’s signature branding, makes a strong impression in the premium spirits aisle. The package also supports the brand’s sustainability goals by optimizing materials, shipping flat, and being easily recycled.
Hine Cognac packaging
PAC Awards

Winner at the 2025 PAC Global Awards for Brand Marketing.

PAC Awards

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