The arrival of Covid-19 put a stop to nightlife as we know it. In a bid to back its survival, Jägermeister briefed us to reinterpret their iconic bottle label for a limited edition of this herbal liqueur that launches their initiative to #SaveTheNight
We collaborated with German illustrator Max Löffler, well known for his connections with the nightlife scene, to create the bottle’s label. Celebrating the high energy, vibrance and allure of the night, the new designs shine with a light beam, representing a beacon of hope in these dark times. The projection of the stag symbolises optimism and reassurance, while honouring the iconic Jägermeister design. A different poem replaces the bottle’s original, building the story around the outside of the label, while the back label narrates the cause.