A new look for Jägermeister
Ever since its invention, Jägermeister’s bottle has been its first and foremost brand ambassador. The perennial symbols like the distinctive green bottle, the stag’s head and Oscar von Riesenthal’s poetic hunter tribute that frames the label were preserved since then. The most remarkable redesign of the green bottle icon was implemented in 2016: The new, more angular bottle features greater depth in the side lettering as well as a quality-enhanced cap that displays the signature of Jägermeister founder and inventor Curt Mast, whose high quality standards profoundly influenced the brand. The new packaging design carries the brand’s character around the world. Cheers to the next chapter of this exciting international success story that is “Made in Wolfenbüttel”.
Kick-off for the new positioning or brand world was in May 2017, its roll-out will run successively and globally. The substantial color orange only adds accents now. Dark greens are fundamental and the world-famous logo appears in gold within the new design guidelines. The repositioning is based on elemental brand attributes such as unconventionality and technical perfection.