Hine Cognac
Branding Evolution of the Iconic Cognac Maison
Audacious. Elegant. Playful.
“The DLG team has perfectly translated our 260-year legacy and witiness into a unique brand expression. The dedication of the whole team is the key to success of the creation and deployment of this one-of-a-kind expression.”
Thomas Vigouroux,
Marketing & Communications Manager at HINE
The Context
Hine Cognac, the historic brand with a legacy of over 260 years and the only official cognac holder of a British Royal Warrant, approached DLG in 2022 with a unique challenge. Hine Cognac sought to redefine its position in a highly competitive market. The question was, how could an independent, family-owned brand shine in a category dominated by four major players, backed by extensive marketing budgets and celebrity endorsements?
DLG's mission was clear: strategically guide and actively participate in the broader relaunch of Hine's brand expression. The objective was to establish the iconic house as the ultimate benchmark for excellence in the cognac universe and beyond. This called for a complete reimagining of Hine's brand identity and communication strategy.
A fully revamped
brand expression deployed and activated across the brand's entire eco-system.
The Approach
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.
The Outcome
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.
Website
Cocktail Recipe Page
Homepage
Key visuals
Social Media Activations
Key Results
+47% YoY sales in targeted US states for Father’s Day
x5.23 Return on Ad Spend vs. Previous Campaigns
The Client
Since 1763, generations of artisans have developed an attention to details from grape to bottle, making Hine the creative maker of cognacs that you will find nowhere else. Today, 50 dedicated craftsmen and women ensure the uncompromising longevity of our independent and family-owned cognac House.
115 hectares of sustainably cultivated vines in Grande Champagne, distillation with fine lees, and careful use of fine-grained lightly toasted oak casks for aging imprint a unique style to their cognacs, celebrated across the world for their authenticity, elegance, and finesse. Historically recognized by connoisseurs as the vintage specialist, Hine cultivates this excellence, carefully cherishing an unparalleled collection of cognacs, dating back to the 19th century.
Sole official supplier of cognac holder of a British Royal Warrant since 1962, Hine audaciously perpetuates the tradition of double maturation, aging some of their most precious cognacs in the UK. What you will find in a bottle of Hine is the fruit of two and a half centuries of exceptional cognac craftsmanship: Only at Hine and nowhere else.