HELL’s anniversary limited edition box was created with the collaboration of Michele Morrone

The international star joined the creative process during the filming of HELL’s 20th anniversary film and HELL CITY materials in Hungary. He worked with the HELL team on the concept and appearance of the anniversary box, so the limited edition is not only a celebratory product of the brand, but also the result of a true joint creation. 

The appearance of the HELL 20Y EDITION strongly reflects the significance of the anniversary: ​​the premium gold details, the gold lid, the black opening tab and the emphasized “20 YEARS” visual element make the box both distinctive and memorable. The limited edition aims to celebrate the first two decades of the brand in a worthy way, while also standing out as a collectible, exclusive piece. According to the product communication, the anniversary edition will arrive in March 2026 and is expected to be available for three months.  

The anniversary box is also organically linked to the new brand universe that HELL is opening with the introduction of HELL CITY. The 20th anniversary of HELL is not just a retrospective, but the beginning of a new era: the brand thinks in a cinematic, expandable world, in which HELL is more than a drink, a style, a community and a shared experience. Michele Morrone plays a decisive role in this world: not only the face of the campaign, but also a participant in the creative birth of the anniversary edition. 

The 100% Hungarian HELL has become a defining brand on an international level in the past 20 years: its products are now available in more than 60 countries and have achieved market leadership in many markets. The anniversary is therefore both a celebration and a confirmation: it is proof that HELL has grown into a strong, distinctive and internationally relevant brand over two decades. 

“The 20th anniversary is not only a celebration for us, but also the beginning of a new chapter. Michele Morrone’s presence during this anniversary period is particularly important, as he is not only the defining face of the campaign, but also connected to this project as a creator. The anniversary box thus simultaneously represents HELL’s character, its international world and the creative approach that has driven the brand for 20 years”

– said Adrienn Popovics, HELL’s international communications and marketing director.