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Baileys, the Irish cream liqueur, has had its first major packaging revamp for nearly 30 years.

The bottle redesign, by Landor Associates, follows worldwide consumer research. Landor says it has achieved a more fluid look, in accord with Diageo’s desire for a more modern, stylish feel that still “retained all the classic authenticity of Baileys’ status and heritage”. Client director Christian Schroeder adds: “The new packaging incorporates some of the strongest equities of the former design, interpreted in a more dynamic and modern way.”

Key features include a more curvaceous bottle and new cap, a more contemporary expression of the embossed bottle seal, a more prominent logo and the replacement of the traditional landscape scene with a ‘flowing silks’ motif.

The glass bottle is produced by Quinn Glass and features 10-colour offset litho printed labels from Offset Glucksberg Ketels in Germany and a cap from Pechiney.