Vault49 is helping Baileys move into the world of treating, and with our redesign of Baileys Minis we have positioned the product as the treat itself. The new Baileys Minis design aims to disrupt the single serve category.
When Diageo engaged Vault49 to redesign the Baileys Minis offering, it was clear that a disruptive design solution was needed.
The reimagined packaging would need to both reinforce the new brand positioning in the playful world of treating, and specifically to showcase Baileys Minis as the perfect adult treat.
Leading with the insight that the much-loved Baileys liquid could be described as part cake, part booze, we were inspired to disrupt the single serve liqueur category by presenting Baileys Minis as the ultimate adults-only treat that could be enjoyed in that “unwind” moment at the end of the day.
We took cues from the world of desserts, cakes and confectionary to dress Baileys as a mini treat that’s totally irresistible.
The bottle structure was made more generous by design. Opening the aperture of the closure encourages indulgence and gives a fuller feel to the drinking experience. To further anchor Baileys in the world of treating, we presented the Baileys Minis bottle as the treat itself.
The expressive illustration on pack communicates the richness of the liquid, while the scattering of gold-dust detailing on the enclosure is synonymous with contemporary treating. When combined, this delivers a ‘perfectly imperfect’ and spontaneous design that makes Baileys right for any occasion.
Inspired by confectionary finishes, the polka dot repeat pattern on the exterior packaging brings Baileys further into the world of treating.
The design solution exemplifies how Baileys Minis can be enjoyed year-round, perfect for treating yourself or sharing with friends, but always on the sofa, and always with a smile!
