Bailey's Design & Branding BAILEYS STEPHEN WEBSTER by Lewis Moberly

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Industry Liquor
Media Design & Branding
Market United Kingdom
Agency Lewis Moberly
Designer Silja Holm
Released November 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: DIAGEO
Design Director: Mary Lewis (Lewis Moberly)
Designer: Silja Holm (Lewis Moberly)
Global Design Director: Jeremy Lindley (Diageo)
Media placement: Bottle - Russia - November

Describe the brief from the client
To create a stylish limited edition for Baileys Original Irish Cream, which would enhance the brand's image in Russia. This limited edition celebrates the work of jeweller Stephen Webster who collaborated with Diageo to create an exquisite armband layered in gold and sprinkled with 1,250 diamonds.

Describe the challenges and key objectives
The challenge was to create an object of desire for Russian women by translating a 3D piece onto a Baileys' brand bottle.

Describe how you arrived at the final design
The design is set under the curve of the Baileys logo to create an arresting, asymmetric design. The tactile and layered design spans the bottle and reflects Baileys’ Celtic roots. A gold version of the Baileys logo combined with new decorative print techniques, using real precious metals pioneered in Poland, was created: a premium pack that sold at 50% more than a standard bottle.

Give some indication of how successful the outcome was in the market
The 25,000 limited edition bottles have sold out but, more importantly, the collaboration gained tremendous PR coverage which fuelled the premium, imported spirits image that Baileys has in Russia. Over 90 articles of estimated PR value £271,000 were gained and the armband was auctioned for £62,500 with the proceeds going to charity.