Diageo Redesigns Baileys Packaging

The redesigned outer casing features bold coloured artwork to provide further visual distinction between the flavours.

21/07/08 Diageo has introduced a new bottle, packaging and labelling for the three flavours of Baileys cream liqueur.

UK design agency Bloom designed the new label, which communicates the heritage of Baileys Original Irish Cream through artwork that celebrates its Irish history.

Diageo told that the new bottle shape is slightly taller to "convey a confident look that is in keeping with Baileys credentials as the Original Cream Liqueur and the cream liqueur category market leader".

The embossed double B, part of the brand's Irish heritage, has been retained.

New flavour emblems have been added to the Baileys with a hint of mint chocolate and crème caramel variants to help consumers distinguish more clearly between the flavours.

The redesigned outer casing features bold coloured artwork to provide further visual distinction between the flavours.