Baileys
Irish Cream gets fresh.

To market to a younger generation, Baileys asked us to create an icon that was adaptable to all forms of communication, from packaging to TV campaigns to the web. Following our brand development process, we discovered there are five secret ingredients in the cream. We used this number as a key element of the graphic iconography also relating to the five human senses needed to appreciate the drink in full.

The final iconography represented all the values of the Baileys brand, with emphasis on their core value of "togetherness," and the individual, yet perfectly blended ingredients that make up the cream. The resulting icon has a contemporary, interconnecting form to capture the attention of the younger consumer while still representing the heritage of the Irish brand.