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07/11/2019

Baileys Pumpkin Spice


Design: Vault49
Location: USA
Project Type: Produced
Packaging Contents: Irish cream liqueur

Design agency Vault49 unveils fresh new packaging for Baileys’ Pumpkin Spice, featuring a stand-out copper bottle and new color palette.
The contemporary refresh departs from Baileys’ classic black bottle and eschews traditionally dark and muted autumn colors to better engage millennial fans of the Pumpkin Spice trend and highlight the treat-worthy quality of the drink.

Reimagining pumpkin spice
Baileys Pumpkin Spice was launched three years ago, hitting shelves packaged in Baileys’ iconic black bottle. Amber and red leaves framed the label to signal the seasonal appeal of the flavor.

With this refresh, Vault49 and Baileys plans not only to disrupt drinks shelves and grab the attention of choosier millennial drinkers, but also to infuse something new into the cultural conversation around the Pumpkin Spice flavor.

Leigh Chandler, Partner and Creative Director at Vault49 says: “This time every year, shelves are full of Pumpkin Spice everything. From lip balms to beer, thanks to the PSL craze started by Starbucks, it’s everywhere.

“Our challenge was to tap into the semiotics of the flavor enough to make it instantly recognizable, whilst delivering something new in a way that felt unique for Baileys.”


Expanding the brand world
The striking copper finish of the bottle provides the perfect canvas for Vault49’s cheery twist on Pumpkin Spice.

Chandler says: “Switching out the expected pumpkin orange for an unexpected and elevated copper reminiscent of barware instantly drove premium cues.

“We contrasted this with vibrant and playful hand-crafted paper-cut style illustrations using unexpected and fresh colors not typically associated with fall, like baby pinks and pastel greens. This was then topped off with a good dose of cream drizzling and cinnamon dusting to drive home delicious flavor appeal.”

Vault49 also supplied accompanying social posts using a stop-frame animation style for the new packaging launch to bring the playful, youthful nature of the design alive.

By creating a completely unexpected pack that breaks away from classic fall aesthetic and the traditional Baileys bottle, Vault49 is helping Baileys expand its brand world, opening up new visual landscapes for the brand’s future, and positioning Baileys further as a tastemaker in indulgent and premium seasonal treats.


Designing for the future
The refresh pushes Baileys into creative new visual territory while simultaneously cementing its position as the leading adult dessert drink.

And through a visual reimagining of the broader Pumpkin Spice trend, Vault49 offers a future-focused expansion of Baileys’ visual identity that thinks ahead of the language of a current trend and creates something new, fresh, and eye-catching.

The new Baileys Pumpkin Spice bottle is out now. It’s the latest in a long line of limited-edition packaging collaborations between Vault49 and Baileys and shows off the forward-thinking strategy that defines their creative partnership.