KEEP THE
TRADITION
ALIVE

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OBJECTIVE

Take a spirits brand and design both revolutionary and evolutionary. The labels that reflect the brand’s current image and target audience. The evolutionary design must keep the original bottle’s shape while the revolutionary design must use a unique container.

STRATEGY

Jägermeister is known for it’s unique, distinctively tasting and unmistakable herbal liquor. Its striking bottle shape is a symbol of authentic craftsmanship, which was kept for its evolutionary design. The label itself was given a facelift, while the stag, an iconic symbol to the Jägermeister brand, has remained the same. The revolutionary design targets a younger audience of 21-30 year-olds. Its container was modified to a disposable flask, which suits the more on-the-go generation of today’s market. The newly developed flavors were given characters that embody the attitude of one’s inner animal.