Hine is an independent, family-owned brand competing in a category dominated by four major players, backed by extensive marketing budgets and celebrity endorsements. The question was clear: how could a historic maison with 260 years of heritage shine without the same resources?

DLG's mission was to strategically guide and actively participate in the broader relaunch of Hine's brand expression, giving this one-of-a-kind maison the presence it deserved.

Following a brand immersion in Jarnac, and a deep dive into the cognac category, we created a unique new brand visual identity and language, rooted in the brand DNA, and reflecting its core values of audacity, elegance, and playfulness.

We created a bespoke and elevated visual language for the brand with a modular design system inspired by the typographic treatment engraved on oak barrels and other elements emblematic of Hine's heritage. We also developed a new photography universe specifically crafted for the relaunch.

We invited audiences to elevate their cognac experience and discover one-of-a-kind cognac, crafted at HINE and nowhere else.

We launched the new brand expression at Prowein, the world's most important marketplace for wines, spirits, and craft drinks, where the Hine booth stood out.

We revamped Hine Cognac’s entire digital ecosystem and deployed the brand expression across all communication channels, including social media, print, and a brand new revamped website.

Key Results:

• +47% YoY sales in targeted US states for Father’s Day
• x5.23 Return on Ad Spend vs. Previous Campaigns