Tricky to describe but easy to drink, Jägermeister has been nightlife’s official siren song for over 80 years. Yet this legacy was hidden away in an identity that couldn’t flex to all of the business’ key markets and creative opportunities.

Inspired by the iconic silhouette, swagger and subtleties of the Jägermeister bottle, we set out to create a brand as original as its 56 botanicals. Drawing from their unique heritage, global presence and distinct eccentricity, we created a world that not only leant on the brand’s legacy but also solidified its presence now and in the future. And delivered a generator tool that helped teams around the world create seamless assets simply.

Alchemy and craft are integral parts of the creation process for Jägermeister. 56 secret botanicals are blended to create something surprising and dynamic. It’s even been said the bottle itself was dropped on the floor 100 times until it was deemed completely shatter-proof. We reflected this dedication to the product with flexible elements inspired by the bottle. You can see it in an extended palette based on subtleties of colour when seen through glass, a texture library, graphic patterns and a framing device that mirrors the label’s timeless design.

In South Africa it’s a premium drink meant to be sipped, in China it’s enjoyed with milk, in America it’s a famous shot. The brand’s relationship to local cultures was unignorable. But, when a variety of markets, perceptions, partners, regions and touchpoints come into play, brand consistency and flexibility become even more important.

We created The Generator, a bespoke tool and part of the design system to maintain the balance between consistency and flexibility across the business. Because when teams can create below-the-line work efficiently, they're freed up to think about even bigger creative opportunities for the brand.