Expanding their sku for the first time in over 50 years, Jagermeister requested a strategic execution to launch the new product, "Jagermesiter Spice." This new beverage required a look, that felt inherently "Jäger," but differentiated itself enough to acknowledge it's newness.
Jägermeister's vis ID has perpetually included ice, frost, and black. It's consumed as a shot, as cold as it can possibly be served, and is known as a "party" drink. On the contrary, Jägermeister Spice is served neat, at room temperature. It is sipped like a bourbon, and is more of a conversational drink. These two very different occasions needed to live in the same world, but have their own district aesthetic. This is the global art direction for the launch of Jägermesiter Spice.