Craft Spirits
Mast-Jägermeister collaborates with Pantone to reveal new colour identity
Mast-Jägermeister has partnered with colour authority Pantone to redefine its core brand colours, introducing two striking new shades: Herbal Green and Culture Orange.
The colours are designed to reflect the brand’s dual identity, with the green representing the natural ingredients in the herbal liqueur, while the orange symbolises its vibrant connection to nightlife and culture.
To celebrate the partnership, the brand is launching two limited-edition packaging designs.
The new packs feature the well-known bottle in a monochrome design with a matte finish, highlighted by a label in one of the two signature colours. Each edition also includes exclusive items that further enhance its appeal to collectors. The Culture Orange pack includes a 1:43 scale model of a Porsche Carrera RSR, while the Herbal Green version comes with a stag’s head pourer.
100 sets of the Jägermeister Pantone Limited Edition are available exclusively with Gebr. Heinemann
Commenting on the significance of the redesign, Mast-Jägermeister Global Team Lead for Brand Marketing and Collaborations Christian Suding says: “Together with Pantone, we have evolved our brand colours. Our square bottle remains at the centre of these limited-edition packs, and the monochrome design turns them into true collectors’ pieces.”
The limited-edition packs will be available globally, with 560 of each colour being released. Of these, 100 packs of each edition will be sold in the global travel retail market through a partnership with Gebr. Heinemann at an RRP of €199. General sale started on 9 September through the retailer’s online shop.
“These limited-edition packs offer travellers a distinctive shopping experience,” comments Gebr. Heinemann Heads of Advertising and Promotion Ann-Kathrin Fürer and Nadja Gamm. “The collaboration with Pantone to redefine the brand’s colours ensures these packs will stand out in travel retail, providing a memorable purchase."
Herbal Green and Culture Orange represent the dual identity of Jägermeister: its herbal ingredients and its links to the nightclub scene
Mast-Jägemeister Trade Marketing Director for Global Travel Retail Stephanie Cleary adds: “Consumer engagement remains central to our strategy. This collaboration with Pantone brings Jägermeister’s visual identity to life in a way that will resonate with design enthusiasts around the world."
This latest partnership between Jägermeister and Pantone highlights the brand’s ongoing efforts to blend tradition with contemporary design, offering a fresh interpretation of its identity while maintaining its connection to heritage and craftsmanship.
To celebrate the partnership, Mast-Jägermeister created 560 limited-edition packs in the new hues, of which 100 are available in global travel retail exclusively with Gebr. Heinemann.
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The Moodie Davitt eZine
Issue 337 | 11 September 2024
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