Diageo has unveiled a new bottle design for Irish cream liqueur Baileys, with a greater emphasis on the brand’s “modern, feminine sense of style”. The new bottle will be used across its range in travel retail.

According to the company, the new bottle has been heightened and its shoulders lifted, to give a “more elegant profile” and pose a “more alluring and impactful prospect on shelves worldwide”. It also puts more emphasis on brand icon – the “˜Double B’ – as well as introducing new typography.

The re-design follows the announcement in October 2012 of the brand’s latest global marketing campaign to date, created by BBH. The “˜Cream With Spirit’ campaign was launched across TV and print around the world, with the aim of “celebrating the spirit of modern womanhood”.

Baileys Global Brand Director Garbhan O’Bric said: “We have created a beautiful new bottle which is both modern and stylish, with a greater sense of femininity. Baileys is a brand that appeals specifically and uniquely to women, and through this redesign we embrace and celebrate that timeless appeal in a fresh and contemporary way.”

The new bottle will be employed across the Baileys range, including caramel, biscotti, coffee and hazelnut flavour variants.