The collaboration with Bayo Oke-Lawal’s Orange Culture brings fashion, individuality and contemporary Nigerian creativity into the brand’s Another Side campaign.

Another Hendrick’s is extending its exploration of individuality and creative expression through a collaboration with Nigerian fashion label Orange Culture, led by Bayo Oke-Lawal.

The partnership forms part of the brand’s Another Hendrick’s: One Brand. Another Side. campaign, which introduces a different perspective on the Hendrick’s identity through collaborations across music, fashion and creative culture.

At the heart of the collaboration is a shared interest in exploring different dimensions of identity and self-expression. Through Orange Culture’s fashion perspective, the campaign brings its central idea into a creative environment where individuality, design and personal expression take precedence.

A New Chapter for Hendrick’s
Another Hendrick’s marks the first new permanent addition to the Hendrick’s line-up in almost a decade.

Infused with bright bursts of orange blossom and silky-smooth cacao beans, the expression introduces a new sensory dimension to the brand. Its distinctive all-white bottle also presents a visual departure from the original black Hendrick’s bottle, reinforcing the concept of discovering another side of something familiar.

The product’s introduction provides the foundation for the wider campaign, which uses cultural collaborations to communicate the brand’s new expression through different creative environments.

Orange Culture and the Language of Self-Expression
For Orange Culture, the collaboration offers a fashion-led interpretation of the Another Hendrick’s campaign.

Under the creative direction of Bayo Oke-Lawal, the label brings its perspective on contemporary Nigerian fashion into a partnership centred on individuality and creative identity.

Fashion remains one of the most visible expressions of personal identity. Through silhouettes, styling, design and visual storytelling, it creates opportunities to communicate different aspects of who we are.

This relationship between fashion and identity provides a natural connection to the Another Hendrick’s idea of revealing a different, unexpected side.

The collaboration is therefore positioned beyond a conventional brand partnership. It is a meeting of creative perspectives, with Orange Culture providing the fashion and design lens through which the campaign’s message is experienced.

One Brand, Multiple Expressions
The Orange Culture chapter is one of three cultural collaborations within the Another Hendrick’s campaign.

The Beat Brunch introduces the brand through music and lifestyle culture, I.N Official explores fashion, art and design, while Orange Culture brings a distinct perspective on contemporary Nigerian fashion, identity and self-expression.

Each collaboration provides a different setting for the campaign while maintaining a consistent brand story.

Through these partnerships, Another Hendrick’s continues to communicate its distinctive product identity and the thinking behind its introduction.

The campaign ultimately celebrates the idea that familiar identities can hold unexpected possibilities, whether expressed through a new sensory experience, a creative discipline or an individual’s personal style.

AnotherHendrick’s

One Brand. Another Side.