Both Moët Hennessy and Maluma are cultural icons in their own right. The brief required that we balance the two, marrying Moët Hennessy’s “Never stop. Never Settle.” brand ethos with the vibrant personality and values of Maluma himself.
To create the Hennessy V.S.O.P. limited edition bottle and packaging, JD&Co. collaborated closely with Maluma. Much of our inspiration came from the buildings in his birthplace of Medellin, Colombia. From there, we brought the design to life in neon hues, symbolizing the vibrancy of Latin culture and its people.
Both the packaging and label feature these electric colors and prismatic shapes, vibrant expressions of Maluma’s heritage and the inspiration that’s fueled his life and career.
Our contribution was not only well-received, but delivered on business objectives. Moët Hennessy posted a 26% sales leap from 2021, with the brand’s volumes increasing 4% on pre-pandemic 2019.