Jägermeister
Service
Package & Label
Industry
Food products
Year
2018
We all love fun and parties - whether at a club or with our close circle of friends at home.
The Jägermeister brand must make sure to keep up with today’s changing drinking habits and stay relevant especially to Millennials in order to expand beyond its relevant niche.
Target Group:
18-25 years Fun loving experimenter, Responsible, quality-oriented alcohol consumer, Jägermeister consumer, or brand lover who seeks a different taste
Creative and free-spirited, yet disciplined and structured.
In this Jägermeister social gathering concept, I created five personas as a character series where
the distinguished taste of the emphasized headnote is translated into a character trait.
spicy = furious / spiced = chaotic / fruity (citrus) = euphoric / bitter = provocative / sweet = naughty.
With these labels, every customer is able to find himself in one of the characters and taste the product according to its personality which makes Jägermeister more personal and social as a brand.