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 bold, 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 striking layout. The design language draws inspiration from the expressive formal aesthetics of the Bauhaus movement, blending tradition with modernity.

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 reinforce the brand’s identity, the German word “Charakter” was incorporated — a nod to Jägermeister’s heritage while also 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, retains its proud position on the label, tying the new product to the brand’s rich history.