Germany’s world-renowned Liquor with a New Brand Design
A visual upgrade for a successful German brand: Jägermeister overcomes its wild orange phase and is ready for future challenges.
The liquor brand Jägermeister chose the Brand Key ‘A TRUE CHARACTER’ as part of the new Brand Visual Design. Realgestalt was responsible for the new visual appearance and defined all communication actions.
The Essence of the Brand
The new image is consequently derived from the Brand Key ‘A TRUE CHARACTER’ and the claim ‘ECHT. JÄGERMEISTER.’ With this appearance, the brand’s values of straightforwardness, trustworthiness, and angularity come alive. The brand presents itself self-confident and powerful, still remaining authentic and down to earth.
The Movie for the Brand Visual Design
How do the individual design elements work as a whole? This movie explains the new Brand Visual Design to Jägermeister employees and outsiders.
With “ACHTUNG WILD!” (CAUTION WILD!) the brand had established an extremely successful position within a vibrant party culture. But will the same style be successful for this group in ten years? The new version of “ECHT. JÄGERMEISTER” is based on the concept of a maturing generation, willing to remain loyal to a brand.
About the Project
Jägermeister is one of the ten most successful liquor brands worldwide and the only German brand on this list. The challenge of creating a new appearance for this successful brand was met by Realgestalt through an understanding of the traditions, treasures, and values of the brand. All elements of the concept were derived from the bottle: the logo for the origin, the banderole for the livelihood, and the angularly shaped bottle for its down-to-earthness.