Working at Mistress as the Art Director and Design lead, we launched Jäger Spice, Jägermeister’s first-ever product extension in the US. Mistress collaborated on package design, naming and art direction to define key art for the launch, which manifested in point-of-sale, trade packs and on-premise signage. 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, Jäger Spice is served neat, at room temperature, 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.