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A Hennessy Very Special with a splash of color

The bright label designed by artist KAWS in 2011 gave a bold new look to a Hennessy classic.

It may seem strange to ask a former wall-tagging graffiti artist to design a label for Hennessy's Very Special. Yet the artist KAWS always included an advertising approach in his art, tweaking popular media icons with bold colors. "You have a base, and a name, and how you want to portray that name," he explains. "In the end, it's about reaching people." KAWS went to Cognac to draw inspiration from the cognac-creating process. The label he designed featured Hennessy's famed family crest and grape leaves mixed with planes of hot color, as well as his double X signature and high-energy graphics. Individually numbered, the limited edition Hennessy Very Special. bottle was destined to become one of the Hennessy amateur's ideal collector's items.