Baileys XC

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 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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