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Vault49

Baileys XC

Craft

Vault49 was approached to evolve and update the portfolio of the world’s leading liqueur brand, we were tasked to create a line extension that communicates an effortlessly premium, feminine and luxurious offering. With a Cognac base and inspired by Une Nuit Parisienne, we call it Baileys XC.

 - We combined Baileys’ positioning as fresh, contemporary and open to reinvention, with the luxury and indulgence you’d expect of a limited release blend, available exclusively in Duty Free. It was important to clearly communicate the cognac base and to convey the distinctive design language of its French provenance – chic, elegant, confident, with refined sophistication. One of the challenges we faced was that cognac is often about masculine, traditional ‘old luxury’ which jarred with Baileys’ more elegant, free-spirited, warm and approachable personality.

We combined Baileys’ positioning as fresh, contemporary and open to reinvention, with the luxury and indulgence you’d expect of a limited release blend, available exclusively in Duty Free. It was important to clearly communicate the cognac base and to convey the distinctive design language of its French provenance – chic, elegant, confident, with refined sophistication. One of the challenges we faced was that cognac is often about masculine, traditional ‘old luxury’ which jarred with Baileys’ more elegant, free-spirited, warm and approachable personality.

 - We found our inspiration in the refined indulgence of a single blue, white and gold plate from Limoges – the home of cognac. This was the starting point for an exploration into The Art of Luxury, brought to life from packaging to communications and activation brand world. There is a strong focal point in the finely crafted XC monogram, which is a contemporary version of traditional coin devices used across the cognac category. Subtle gradations in tone and color add depth and richness to the design overall, delivering a luxurious feel.

We found our inspiration in the refined indulgence of a single blue, white and gold plate from Limoges – the home of cognac. This was the starting point for an exploration into The Art of Luxury, brought to life from packaging to communications and activation brand world. There is a strong focal point in the finely crafted XC monogram, which is a contemporary version of traditional coin devices used across the cognac category. Subtle gradations in tone and color add depth and richness to the design overall, delivering a luxurious feel.

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