For the first time in the brand’s history, Jägermeister will change the front label of the iconic liqueur across countries and continents for the #SAVETHENIGHT Jägermeister limited-edition bottle. The bottle launches as part of an initiative to support nightlife communities during the COVID-19 crisis.
The #SAVETHENIGHT bottle and initiative is backed with the commitment from family-owned Mast-Jägermeister SE to generate 1 million euros for the global nightlife community, including artists, creatives, bartenders, and club owners who are facing unprecedented hard times.
Here Design worked with Jägermeister to create the limited-edition bottle, which it says demonstrates Jägermeister’s support for the industry that has carried it over the years and encourages other drink brands to follow suit to save the nightlife industry.
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By reinterpreting the core Jägermeister label, Here Design says it was able to shape the idea of “save the night” by focusing on and celebrating the positive aspects of the night—high energy, vibrance, allure, and playfulness.
Here Design took this creative insight and partnered with illustrator Max Löffler, a German artist known for his connections to music and underground culture, to collaborate on the bottle design.
The new illustration includes a portal of escapism on the front label, with a shining light beam representing a beacon of hope and positivity in dark times. The beam projects the distinctive Jägermeister stag as a symbol of optimism and reassurance. The label inverts the classic Jägermeister greens and oranges, amplifying the night-time vibe while continuing to honor the original, iconic Jägermeister design.
The graphic artwork is framed by an archway portraying the “gate to the night.” The frame is a poem by Here Design, dedicated to the nightlife community to create hope and solidarity. It declares: “The best nights are still to come and together we can save the night.” The back label builds on the story and the cause.
“Jägermeister came to us with their idea of ‘saving the night’; a fantastic initiative that is helping the very community that has helped them over the years,” says Billy Bridgeworth, Creative Director at Here Design. “Putting confidence in us to change the bottle across continents for the first time in its history is a big honor, but more importantly the initiative shows how serious Jägermeister is in giving back and leading the charge for other drinks brands to do the same. It’s a special liqueur for a special time, and we are pleased to respond so quickly to the brief and bring this bottle to life.”
Gunar Splanemann, Head of Global Innovation & Design at Jägermeister, explains, “With this unique initiative, we want to emphasise the importance of stepping in and helping. Global nightlife is truly under severe threat. We offer our fans a bottle they will hopefully love, with our approach to solidarity, which I am sure they share. Here Design has helped us bring this exceptional project to life with a new bottle symbolizing the spirit, the strong cohesion, and the high devotion that the global nightlife community stands for, and that Jägermeister has been an integral part of for decades.”
The brand has also partnered with Berlin-based Korean artist and DJ Peggy Gou, who has taken on the role of ambassador for this project.
The #SAVETHENIGHT Limited Edition Bottle launched June 10, in select stores and e-shops in the following Jägermeister markets: Germany, Switzerland, Belgium, the U.K., Czech Republic, Slovakia, and Argentina. South Africa, South Korea, China, and Australia are to follow in August.