{"id":23426,"date":"2019-05-30T08:46:57","date_gmt":"2019-05-30T06:46:57","guid":{"rendered":"https:\/\/packaging-journal.de\/?p=23426"},"modified":"2019-05-31T09:19:28","modified_gmt":"2019-05-31T07:19:28","slug":"jaegermeister-design-line-extension-sharp","status":"publish","type":"post","link":"https:\/\/packaging-journal.de\/en\/jaegermeister-design-line-extension-scharf\/","title":{"rendered":"Sharp design alternative for traditional herbal liqueur"},"content":{"rendered":"

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 J\u00e4germeister liqueur brand in the development of a \u201ehot\u201c flavour variant.<\/p>\n

The traditional brand J\u00e4germeister<\/strong> 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<\/strong>. The idea was also to create one of the five \u201eTop notes<\/strong>\u201c of the J\u00e4germeister, namely the spicy flavour. According to the company, Superunion supported the Wolfenb\u00fcttel-based company with the positioning, naming, design and flavouring of the product. Packaging<\/strong>.<\/p>\n

\u201eWe 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.\u201c
\nMaria-Michaela Tonn<\/strong>, Creative Director at Superunion Germany.<\/p><\/blockquote>\n

At the top of the list of priorities was to reflect the quality of the product in the new design, reports Superunion. \u201eThe name reflects what characterises J\u00e4germeister. 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,\u201c explains Lisa Weiss, Strategy and Innovation Director at Superunion Berlin.<\/p>

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Traditional German product with English-language back label. (Image: Superunion Germany)<\/figcaption><\/figure>\n

Design based on the formal language of the Bauhaus<\/h2>\n

Accordingly, the front label is dominated by the word \u201eSharp<\/strong>\u201c, which has been set in a rather unusual way. The type of design is based on the \u201eexpressive formal language of the Bauhaus<\/strong>it,\u201c says Maria-Michaela Tonn, Creative Director of Superunion.<\/p>\n

A legend on the back of the bottle shows all five top notes of J\u00e4germeister. In first place is the dominant note \u201esharp\u201c. The name \u201eCharacter<\/strong>\u201c can be found. The spelling is intended to emphasise the German origin of J\u00e4germeister. However, the phonetic similarity to the English \u201echaracter\u201c is also intentional.<\/p>