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 didn’t do the eccentric spirit of this brand and its distinctive heritage justice.

We set out to create something as original as its 56 botanicals. Our inspiration was the iconic Jägermeister bottle. The distinct heritage of the brand inspired everything from a new logo hierarchy and flexible type system, to a beautiful alchemy-inspired texture library and flexible framing device.

Underpinning the design is a tone of voice that celebrates Jägermeister’s role as the life of the party. One that encourages the brand to be unapologetic about its eccentricities, defy category conventions and keep an open-mind. Adding a playful, relaxed confidence to each touchpoint.

From icy shots to cocktails, Jägermeister is enjoyed differently all over the world. This meant we needed a particular focus on system flexibility. We worked with Array to build a custom toolkit generator that inspires Jägermeister’s in-house teams and partners to create limitless and layered design possibilities.

The elements and tone can be dialled up and down, and the supporting art direction and colour palette allows the brand to show up authentically in premium spaces. Creating a refreshed brand that mixes tradition with the contemporary to create something as surprising as the drink itself.

A huge thank you to the whole team at Jägermeister for their trust and collaboration throughout, especially Sven & Alla for your continued support.