Jägermeister

Giving a heritage brand new spirit

How do you set a new a bar for the party favourite?

What we did

Brand Strategy, Verbal Identity, Visual Identity, Art Direction & Photography, Digital Design

Industries

Food & Beverage

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.

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Jagermeister in underground

Our voice inspires them to be unapologetic about who they are.

Crafting legacy

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.

You'll be happy you didn't choose the sofa
Jagermeister Posters

The framing device is inspired by the bottle’s label, which holds a tale from the brand’s founding and heritage.

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Consistency at scale

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.

Sliders were preconfigured around the brand system’s principles, from colour combinations to texture treatments.

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“Jägermeister's brand evolution seamlessly blends tradition with contemporary flair, capturing the essence of our heritage while resonating with new audiences. The collaborative journey resulted in a compelling identity that exceeded expectations, and set a new standard for brand revitalization.”

Alla Paramanova-Schulz

Global Brand Manager

Jägermeister

How do you give a heritage brand new spirit?

2023

What we did

Brand Strategy, Verbal Identity, Visual Identity, Art Direction & Photography, Digital Design

Industries

Food & Beverage
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