What it’s about
Jägermeister is internationally the best-known premium herbal liqueur and is considered an iconic German export spirit. Despite its traditional brand and product design, the brand has established itself as an indispensable part of the party and trendy catering scene. We are particularly proud to have developed the newest member of the Jägermeister family in close co-operation with the global and regional brand management: Jägermeister Orange. Right from the start, this product was more than just a line extension for us. Younger, fresher, lighter – the aim was to find the perfect balance between tradition and innovation in order to convince new users from the very first moment without diluting the brand DNA.
Jägermeister Orange combines the fresh, fruity flavour of Sicilian oranges and mandarins with a light herbal note and a subtle bitterness. The reduced alcohol content and lively flavour reflect the changing needs of a younger generation. Our focus was therefore on visually conveying the expectations of the target group through the design by clearly communicating and visualising the brand tradition and the high quality of the ingredients.
The iconic Jägermeister bottle shape has remained unchanged, but is now made of clear glass to show off the bright orange-coloured liquid to its best advantage. The design architecture of the core product served as a connecting element.
A natural-looking structure and the hand-illustrated depiction of the oranges convey a sense of craftsmanship and authenticity – values that are deeply rooted in the brand’s DNA and the company’s history.
Jägermeister Orange fits perfectly into the product portfolio and at the same time offers the opportunity to clearly differentiate itself, to communicate the product claim clearly and to convince visually at the POS.
