18-10-15 Baileys Graphic Expression PDF

GRAPHIC EXPRESSION
F O R I N T E R N A L P U R P O S E S O N LY. N O T F O R E X T E R N A L D I S T R I B U T I O N .
BAILEYS
OUR
GUIDING THOUGHT
BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 2

BAILEYS OUR GUIDING THOUGHT
PERFEC TLY IMPERFEC T

THE PERFECT EXPRESSION OF OUR BRAND PERSONALITY - REFLECTIVE OF OUR CHARACTER, PRODUCT AND WORLD OF TREATING

CONTEMPORARY
TREATING SEMIOTICS
We take cues from the world of desserts, cakes, confectionery

and chocolate to create patterns, textures & colours that are totally irresistible.

CONTEMPORARY TREATING SEMIOTICS

WE TAKE CUES FROM WORLD OF DESSERTS & CONFECTIONERY
TO CRE ATE TEX TURES , PAT TERNS & COLORS THAT ARE TOTALLY IRRESISTIBLE .

BAILEYS
OUR
DESIGN PRINCIPLES

BAILEYS OUR DESIGN PRINCIPLES
DESIGN PERFEC TLY

PRINCIPLES IMPERFECT
N ATU R A LLY
CRAFTED
We have a set of four design principles
that sit underneath our guiding thought,
INDULGENT
which inform everything we create.
TEXTURES
When creating a new design it is worth
bearing in mind that we have the entirety
of the primary pack (including back of PLAYFUL
pack), secondary pack and also in some
cases supporting POS materials to deliver INVENTIVENESS
against each of these principles.
The following pages show how these FLUID

principles inspire the look and feel
of Baileys packaging. FORMS

BAILEYS CHAPTER O U R D E S I G N P R ISNECCITPILOEN
S
NATURALLY
CRAFTED
Baileys has an undisputed home in Ireland, where

every drop of its Original Irish Cream is made.
In so many ways it is born of this land, expertly
crafted from the natural ingredients of Ireland.
We take inspiration from our Irish roots

to celebrate the naturally crafted, from
beautifully illustration, to perfectly drawn
typography. We love to explore natural materials
such as textured paper and appreciate design
that feels crafted by an artist, not generated
by a Mac.
By showcasing the small imperfections that

come from hand-craft, there is an opportunity
here to dial-up the Perfectly Imperfect message.
S TAYI L E YGSUGI D
B RAE PVH1 I C E X P R E S S I O N F O R I N T E R N A L P U R P O S E S O N LY PA G E 8
S
INDULGENT
TEXTURES
Part cake, part booze, Baileys is the

most pleasurable indulgence there is.
Baileys creates millions of indulgent moments

worldwide every day, and through rich textures
and indulgent finishes, we celebrate the sensorial
Baileys experience. Heavy, voluptuous embossing,
contrasting textures that beg to be touched, glossy
or soft matt varnishes and luxurious paper textures
all add up to a visual language that feels
utterly indulgent.

S
FLUID
FORMS
One of our most iconic and memorable assets is

our liquid, which has been voted the most loved
liquid in the world.
We take inspiration from our voluptuous liquid

to create evocative fluid forms, from decadent drips
to curvaceous lines - we want to evoke ‘lick the
screen deliciousness’. These fluid forms can influence
typography, illustration and form in general.
Always bear in mind that these fluid forms should

be reflective of our personality and guiding thought
- they should feel perfectly imperfect, created by
hand, and not appear to be computer generated.
BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 1 0

S
PL AYFUL
INVENTIVENESS
From its inception, Baileys has always had

a unique character. Part cake, part booze;
there is a playful and inventive spirit at the
heart of our product and our brand. When
people said you couldn’t combine cream
and whisky we said “to hell with it!”
and did it anyway, creating something
surprisingly delightfully.
We express this playful character through design

and messaging that make people smile.
Messaging that sounds as though it’s your
BFF talking, playful and intelligently witty
juxtapositions or re-appropriation are all good
examples of ways of communicating
playfulness for the brand.

BAILEYS
OUR
KBAs

BAILEYS OUR KBAS
KEY BRAND ASSETS

• Eyebrow
• BBs
• Bottle shape & color (wherever practical)

BAILEYS
OUR
COLOURS

BAILEYS CHAPTER OUR COLOURS
MODERN BLACK
& CREAM: 2D
Modern black achieve depth and dimension

through the use of texture and contrasting shades.
When balanced with the delicious colour of Baileys
cream, it brings the design principles to life.
The application, textures and finishes should always

feel naturally crafted, liquid inspired, playful
inventive and indulgent.
Matte, and glossy, textured and sensorial, fluid and

organic: every aspect of these applications are an
opportunity to dial-up taste appeal.

BAILEYS CHAPTER O U R CSOELCOT U
I ORN
S
MODERN BLACK
& CREAM: 3D
Modern black achieve depth and dimension

through the use of texture and contrasting shades.
When balanced with the delicious colour of Baileys
cream, it brings the design principles to life.
The application, textures and finishes should always

feel naturally crafted, liquid inspired, playful
inventive and indulgent.
Matte, and glossy, textured and sensorial, fluid and

organic: every aspect of these applications are an
opportunity to dial-up taste appeal.

BAILEYS OUR COLOURS
SECONDARY COLOURS
Our secondary colour palette takes inspiration

from the world of desserts, cakes and
confectionery. The patterns, texture and pops of
colour cue playfulness while casting Baileys as
the ultimate grown-up treat.
BAILEYS GRAPHIC EXPRESSION PA G E 1 7

BAILEYS OUR COLOURS
COLOU R PA L ET TE
The Baileys core colour palette is derived from

our iconic bottle and liquid. We take direct
inspiration from the key colours of the product,
from the cream of the liquid to the copper red of
the Eyebrow. The graphic featured in this page
specifies the colour values that should be used BAILEYS CREAM / PANTONE 2309 C / CMYK: 0, 13, 30, 5 / RGB: 231, 206, 181
when creating graphic assets across all our print

and digital formats.
The Baileys secondary palette is inspired by the

world of playful adult treating, and is composed of
6 confectionery inspired pastel shades.
BLACK / PANTONE BLACK / CMYK: 35, 60, 60, 100 / RGB: 0, 0, 0
SLATE
PANTONE 2335 C
CMYK: 76, 69, 68, 33 / RGB: 29, 26, 26
BAILEYS METALLIC GOLD / PANTONE METALLIC 8005 /

FOIL: API RICH GOLD 4079 / CMYK: 24, 35, 60, 11 / RGB: 188, 155, 106
COPPER RED / PANTONE 484 C / CMYK: 8, 92, 100, 33 / RGB: 160, 49, 35
WHITE / PANTONE WHITE / CMYK: 0, 0, 0, 0 / RGB: 255, 255, 255
BONBON BLUE MINT GREEN MARSHMALLOW PINK
PANTONE 2199 C PANTONE 3265 C PANTONE 709 C

CMYK: 77, 0, 16, 0 CMYK: 66, 0, 39, 0 CMYK: 66, 0, 39, 0
RGB: 0, 187, 220 RGB: 0, 199, 177 RGB: 239, 96, 121
BONBON BLUE DUO MINT GREEN DUO MARSHMALLOW PINK DUO
PANTONE 290 C PANTONE Green 0921 C PANTONE Red 0331 C

CMYK: 23, 0, 1, 0 CMYK: 39, 0, 25, 0 CMYK: 0, 36, 14, 0
RGB: 185, 217, 235 RGB: 157, 231, 215 RGB: 252, 174, 187

BAILEYS
OUR
TEXTURES

BAILEYS CHAPTER OUR TEXTURES
LIQUID TREAT
From marbling and dusting, to drizzling and

brush-strokes, our textures are liquid-forward
and draw from the playful and indulgent
world of treating.

BAILEYS OUR TEXTURES
OVER V I E W OF TEXTU R ES
M A R B LIN G DRIZ Z LIN G BRUSHING DUSTING

T E X T U RE S / M A R BLING
These examples show the different colour

combinations we can use to create
‘mouthwatering’ textures across various
applications.
From tone on tone combinations, to other

contrasting palettes, the use of colour should
have appetite appeal and bring our delicious
liquid to life.

T E X T U RE S / DR IZ Z LING

applications.

liquid to life.

T E X T U RE S / BR U SHE S

applications.

liquid to life.

T E X T U RE S / DU ST ING

applications.

liquid to life.

T E X T U RE S / M IXE D
The textures can be combined and layered to

create a more premium and considered effect.
B R US HIN G + D U ST I N G BR US H IN G + DRIZ Z LIN G DRIZZL ING + DUSTING MARBL ING + DUSTING

BAILEYS
OUR
PAT T E R N S

BAILEYS O U R PAT T E R N S
CONTEMPORARY
TREATING WORLD
Taking cues from the contemporary world of

treating to create premium, playful and graphic
patterns that position Baileys as
Part Cake Part Booze.

PAT T E RN S
KEY A PPLICAT ION

PAT T E RN S & T EXTU R ES / M IXE D
When using vector-based patterns, they must be

layered with a texture on top to add depth and a
sense of playfulness to the design, as shown in these
examples.
P O LK A DOTS + DUS TIN G CONFEC TIONERY + DUSTING STRIPES + DUSTING

BAILEYS
OUR
GRAPHIC ELEMENTS
ST YLE GUIDE V1 F O R I N T E R N A L P U R P O S E S O N LY PA G E 3 1
BAILEYS OUR GRAPHIC ELEMENTS
S TI C KE R S & STA MP S
Colourful stickers inspired by the world of treating

packaging are a great way of adding a playful touch
of colour and highlighting promotional or playful
messages, on packaging or at POS.
The colour and content of these applications

shouldn’t be restricted by those featured in this
page. The primary and secondary colour palette
should be taken as guidance to explore colour, and
messaging can be switched out for anything short,
snappy and playful written in the Baileys tone of
voice.
KEY A PPLICAT ION

BAILEYS OUR GRAPHIC ELEMENTS
S E RV E I L LU STR ATIO NS
Our illustration should always evoke the proposition

through the movement of liquid, blends, flavour or
ingredients.
1-
From vector line-work to purely hand-painted
illustration, Baileys artwork should always be crafted to
bring a sense of deliciousness to the communication,
and enhance the messages with a human playful touch.
1. Baileys Chocolat Luxe

Pure vector line-work illustrations created with two
colours brings depth and dimension. The detailed, hand-
crafted line-work is liquid-inspired and makes them feel
playful and delicious.
2. Baileys Gifting BOP

These examples are a mix of vector line-work and hand-
painted illustration, combining legibility with a delicious
imperfection.
2-
3. Strawberries and Cream
These hand-created illustrations convey the
deliciousness of the liquid and the occasion. They work
better on small scale applications, such as packaging and
small format editorial prints.
Su gges t w e repl ace

w i t h n ew Treat Bar &
O IC sh i pper ser v es as
co re b ra nd st y l e once
3-
f i na l is ed.

BAILEYS
OUR
T YPOGRAPHY

BAILEYS OUR T YPOGRAPHY
T YPOGRAPHY INTRODUCTION
We have two typefaces which we use across all

branded applications: Baileys Drizzle and Brandon
Grotesque.
Baileys Drizzle is a bespoke typeface inspired by
Baileys Drizzle
the world of treating. It can be applied to a range of
touch-points to add a playful and indulgent look
and feel.
Baileys Drizzle should only be used for short-form

communications. Baileys Drizzle should never be used
as long-form body copy, nor should it be used in all
caps.
Brandon Grotesque should be used in conjunction

with Baileys Drizzle to provide a layer of clarity and
boldness, which is often useful for Physical Availability
and POS applications. It should also be used for long-
form body copy.
BRANDON
GROTESQUE

BAILE YS DRIZZLE
Our bespoke brand typeface Baileys Drizzle can
be used in a variety of short-form communications.
The fluid nature of the letter-forms derives from
the drizzling of chocolate, and reflects our playful
brand attitude.
a b c d e f g h i j
k l m n o p q r s
t u v w x y z 1 2 3
4567890!?&@
ABCDEFGHIJ KLMNOPQRST UVWXYZ
B R A N D O N G R OT E S Q U E
Brandon Grotesque provides a layer of clarity and
boldness, which is often useful for Physical Availability
and POS applications. It should also be used in a light
weigt for long-form body copy.
ABCDEFGHIJ
KLMNOPQRS
TUV WX YZ123
4 5 6 7 8 9 0 ! ?& @
a b cd e fgh i j k lm n o p q r st u v w x y z
B A I L E Y S D R I Z Z L E - I N CO M B I N AT I O N W I T H B R A N D O N
Brandon Grotesque and Baileys Drizzle have been

designed to work harmoniously together, providing the
perfect balance of legibility, modernity and playfulness.
Baileys Drizzle can be used either on a 7º angle, or on

a horizontal baseline. However, when Baileys Drizzle MADE FOR TREAT
CHOCOL ATE yourself
is used as part of the same sentence as Brandon, a
horizontal baseline should be maintained.
The x height of Baileys Drizzle should never be less

than 0.5 x the cap height of Brandon, or greater than
LOVERS
0.75 x the cap height of Brandon. When incorporating
Baileys Drizzle as part of a sentence, a 0.75 x cap
height rule should be used. 7º
...enjoy!
Baileys Drizzle has set letter-spacing that should not
be altered. Brandon should be kerned to -80pt.
DAIRY x
...why not? 0.5x min
...why not? 0.75x max

BAILEYS CHAPTER O U R T Y P OSGERCAT P
IOHN
Y
BAILE YS DRIZZLE - USES
When used in conjunction with Brandon, Baileys

Drizzle becomes the playful expression of the brand,
1-
MADE FOR DAIRY
communicating our co-conspiratorial tone of voice.
A good balance between the two typefaces enhances

CHOCOL ATE FREE
the tone of voice in a premium and spontaneous way.
LOVERS ...why not?
There are three main approaches to using
Baileys Drizzle:
...enjoy!
1. Baileys Drizzle can become the ‘second voice’
speaking... and work as a mark of encouragement to
indulge.
2. Baileys Drizzle can be the ‘emotive’ part of a

sentence, and act as the more human voice in a
phrase.
2- Go on...IT’S Oh! GO
3. Baileys Drizzle can be used for entire phrases that CHRISTMAS! ON THEN
are playful enough to warrant it, and on applications
where the consumer spends more time interacting
with - for example, a neon sign in a Treat Bar, or on
gift box, but likely not as suitable for POS which
needs to be much more impactful.
4. Baileys Drizzle can be used in isolation for flavour

or product descriptions on licensed packaging
applications.
Have your
3- cake and ! 4- Chocolate
drink it too

BAILEYS O U R A P P L I C AT I O N S
PUMPKIN SPICE
Oh. go on then
TYPOGRAPHY IN
APPLICATION
or give in
Baileys graphic expressions should always feel

inspired by the world of treating, and should feel
both premium and playful.
Each application should balance the premiumness

of modern black with the delicious liquid cues
of Baileys cream through use of texture. There
should always be an injection of colour from our
secondary colour palette to ensure playful feel.
F O R I N T E R N A L P U R P O S E S O N LY PA G E 4 0
BAILEYS
OUR
PHOTOGRAPHY

BAILEYS OUR PHOTOGR APHY
PHOTOGRAPHY
Photography should always have that ‘lick the

screen’ deliciousness. There should be clear space
next to the product for messaging.
If using brand colours in the environment, do

so sparingly to avoid drawing the gaze from the
product.

BAILEYS OUR PHOTOGR APHY
‘ C H O CO L AT ’ - I N S P I R E D L E T T E R I N G I N CO M B I N AT I O N W I T H B R A N D O N

BAILEYS
OUR
A P P L I C AT I O N S

APPLICATIONS
Our primary applications are an extension of the

world of treating, and should feel both premium
and playful. They exist in 3 forms: Licensing
Packaging, POS, and Experiential.
Each application should balance the premiumness

of modern black with the delicious liquid cues
of Baileys cream. There should always be an
injection of colour from our secondary colour
palette to ensure playful feel.

L I C E N S I N G / E X A M P L E 01

P O S / E X A M P L E 01

E X P E R I E N T I A L / E X A M P L E 01

E X P E R I E N T I A L / E X A M P L E 02

BAILEYS
OUR
WAT C H O U Ts

BAILEYS O U R WAT C H O U T S
WATCH OUTs
ART DECO LOOK AND FEEL
HEAVY PATTERN
When developing new packaging, point of sales or

experiential designs for Baileys, we want to create
a sense of playful spontaneity with a HEAVY USE OF GOLD
hand-crafted feel.

To stay on brand, we need to keep in mind the
following design watch outs, avoiding:

- Illustration styles that are too tight and
controlled
- Primary colours with an artificial feel
COMPUTER GENERATED FEEL
- Script typography that is too ornate or
elaborate
- Old world luxury references e.g. Heavy use of ORNATE SCRIPT
gold, Art Deco references
- Heavy and/or repetitive patterns
- A computer generated feel
CONTROLLED TYPOGRAPHY CONTROLLED USE OF PATTERNS

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GRAPHIC EXPRESSION

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 2

PERFEC TLY IMPERFEC T

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 3

We take cues from the world of desserts, cakes, confectionery

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 4

CONTEMPORARY TREATING SEMIOTICS

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 5

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 6

DESIGN PERFEC TLY

The following pages show how these FLUID

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 7

Baileys has an undisputed home in Ireland, where

We take inspiration from our Irish roots

By showcasing the small imperfections that

Part cake, part booze, Baileys is the

Baileys creates millions of indulgent moments

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 9

One of our most iconic and memorable assets is

We take inspiration from our voluptuous liquid

Always bear in mind that these fluid forms should

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 1 0

From its inception, Baileys has always had

We express this playful character through design

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 1 1

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 1 2

KEY BRAND ASSETS

• Bottle shape & color (wherever practical)

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 1 3

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 1 4

Modern black achieve depth and dimension

The application, textures and finishes should always

Matte, and glossy, textured and sensorial, fluid and

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 1 5

Modern black achieve depth and dimension

The application, textures and finishes should always

Matte, and glossy, textured and sensorial, fluid and

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 1 6

Our secondary colour palette takes inspiration

BAILEYS GRAPHIC EXPRESSION PA G E 1 7

The Baileys core colour palette is derived from

when creating graphic assets across all our print

The Baileys secondary palette is inspired by the

BLACK / PANTONE BLACK / CMYK: 35, 60, 60, 100 / RGB: 0, 0, 0

BAILEYS METALLIC GOLD / PANTONE METALLIC 8005 /

WHITE / PANTONE WHITE / CMYK: 0, 0, 0, 0 / RGB: 255, 255, 255

BONBON BLUE MINT GREEN MARSHMALLOW PINK

PANTONE 2199 C PANTONE 3265 C PANTONE 709 C

BONBON BLUE DUO MINT GREEN DUO MARSHMALLOW PINK DUO

PANTONE 290 C PANTONE Green 0921 C PANTONE Red 0331 C

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 1 8

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 1 9

From marbling and dusting, to drizzling and

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 2 0

M A R B LIN G DRIZ Z LIN G BRUSHING DUSTING

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 2 1

These examples show the different colour

From tone on tone combinations, to other

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 2 2

These examples show the different colour

From tone on tone combinations, to other

BAILEYS GRAPHIC EXPRESSION F O R I N T E R N A L P U R P O S E S O N LY PA G E 2 3

These examples show the different colour