Anyone who enjoys a traditional herbal liqueur from Lower Saxony can now fall back on an alternative from the same company. The brand agency Superunion Germany has supported the well-known Jägermeister liqueur brand in the development of a „hot“ flavour variant.
The traditional brand Jägermeister wants to appeal to new target groups while remaining authentic. With this in mind, the alcoholic beverage manufacturer approached the agency for branding, brand experience and design, reports Superunion. The idea was also to create one of the five „Top notes“ of the Jägermeister, namely the spicy flavour. According to the company, Superunion supported the Wolfenbüttel-based company with the positioning, naming, design and flavouring of the product. Packaging.
„We are proud to have been able to support a traditional and successful brand in such an extensive project. Our common goal was to develop a design that is both contemporary and unique, but still connected to the original.“
Maria-Michaela Tonn, Creative Director at Superunion Germany.
At the top of the list of priorities was to reflect the quality of the product in the new design, reports Superunion. „The name reflects what characterises Jägermeister. The brand has remained true to itself since its invention and is unconventional and individual. And this is exactly what applies to millennials, who are characterised by a strong need for personal development and individualism,“ explains Lisa Weiss, Strategy and Innovation Director at Superunion Berlin.
Design based on the formal language of the Bauhaus
Accordingly, the front label is dominated by the word „Sharp“, which has been set in a rather unusual way. The type of design is based on the „expressive formal language of the Bauhausit,“ says Maria-Michaela Tonn, Creative Director of Superunion.
A legend on the back of the bottle shows all five top notes of Jägermeister. In first place is the dominant note „sharp“. The name „Character“ can be found. The spelling is intended to emphasise the German origin of Jägermeister. However, the phonetic similarity to the English „character“ is also intentional.
Despite all the innovative design ideas, the creative agency has not shaken one element of Jägermeister: The traditional Deer retains its prominent place on the new product.
