In 2016, as a Creative Intern Art Director, I played a key role in shaping Jägermeister’s bold new visual identity. The fundamental idea for the distinctive 3x3 grid on the front label originated from me, inspired by the strategic simplicity of Tic-Tac-Toe. This foundational concept guided the design, which also drew on the Bauhaus movement for its typography and symbols, blending tradition with a daring modernity. After years of development and refinement, the final design launched in 2019, standing as a testament to the fusion of timeless craftsmanship and contemporary innovation.
Jägermeister sought to connect with new target groups while maintaining its authentic identity. The goal was to spotlight one of the brand’s five “top notes” — the spicy flavor — and give it a striking, contemporary expression. Our work supported this vision through positioning, naming, design, and packaging, ensuring the result was as modern and unique as it was true to the brand’s heritage.
The centerpiece of the design is the word “SCHARF”, prominently featured on the front label in an unconventional and impactful layout. The expressive aesthetic of the Bauhaus movement is evident in the typography and design language, blending heritage with cutting-edge visual appeal.
On the back label, a legend highlights all five of Jägermeister’s flavor notes, with “SCHARF” taking center stage as the dominant characteristic. To further emphasize the brand’s identity, the German word “Charakter” was incorporated — a nod to Jägermeister’s heritage while cleverly playing on its phonetic resemblance to the English word “Character.”
Despite these innovative updates, one element remains unchanged: the iconic stag, a timeless symbol of Jägermeister, proudly holds its place on the label, connecting the new product to the brand’s rich history while introducing it to a new generation.
Client: Mast–Jägermeister SE
Branding & Design Agency: Brand Union
Executive Creative Director: Martin Steinacker
Creative Director: Maria–Michaela Tonn
Design Director: Jinhi Kim, Pamela Tailor
My Role: Creative Intern [Design & AD]
Year: 2017