Mother Design has led the identity refresh for Jägermeister, the 90-year-old German herbal liqueur with a hard-to-break bottle and secret recipe. The accompanying brand campaign, launched this past winter, invites the young and carefree to indulge in their party side.
“The final creative concept was designed to own and expand on an iconic part of the Jägermeister story – the bottle. We took this heritage distinctive brand asset and made it exciting and relevant to Gen Z, whilst ensuring the visual identity was flexible enough to also cover their premium audience needs,” explains Kirsty Minns, partner and ECD at Mother Design.
With its earth palette and rounded corners, the distinct heritage of the brand inspired everything from a new logo hierarchy and flexible type system, to an alchemy-inspired texture library and flexible framing device.
The team, led by Motion Design Director Iain Acton, also developed motion design principles that mimicked the way that the bottle refracts and reflects light.
In order to meet the needs of individual markets while maintaining the consistency that drives brand awareness, Mother built a custom toolkit generator that inspires Jägermeister’s in-house teams and partners to create” limitless and layered design possibilities.
