Baileys XC, Brand Guidelines
Targeted and emotionally engaging retail theatre
The brief: create the retail look for Baileys XC in Global
Travel Retail.
Our response: This took the form of a Toolkit that end-markets could use for activations in their own markets.
Baileys XC has French Cognac as its base and is aimed at a young female audience. To bring this to life we constructed a fictitious backstory that focused on the ‘consumption moment’.
This backstory is based around Le Salon de Marie. Marie is a twenty something glamorous Parisienne who is hosting a party for her girlfriends in her chic Paris apartment.
Marie’s ’backstory’ became our reference point for all design development. By creating a personality and adhering to the principle that Marie is never seen but her presence is always felt,
(a discarded shoe, a scarf draped over a mannequin, a perfume atomiser), we were always able to ask ourselves the question, ‘would Marie approve?’
The result is a set of touch-points that are consistent, engaging
and scalable.