Jägermeister
Brand experience design

Squareone and Jägermeister have developed a close, long-standing partnership on equal terms, with Squareone acting as a creative design agency, development partner and strategic advisor. The collaboration is particularly evident in the award-winning Tap Machines, for which a design system was developed that strengthens Jägermeister's brand presence and premium image. Sustainability is an integral part of the design process, for example through the use of recycled materials. A specially created guide supports Jägermeister in harnessing the potential of circular design to achieve sustainability goals in all product phases.

Sharp contours, green glass, elegant brass, bright branding - Jägermeister's tap machines immediately catch the eye. At the beginning of our long-standing partnership, Jägermeister had just reinvented itself and developed a completely new visual identity to match its premium positioning. The internationally successful company entrusted us with the challenge of transferring the corporate design, which was primarily developed for print and online communication, to physical products.

As Jägermeister's leading marketing tool, Tap Machines play a central role in the brand experience. The design system we developed, which won the Red Dot Design Award, takes the visibility and value of Jägermeister products to a new level. In this way, we ensure that the brand experience surrounding the serving of the premium herbal liqueur is perfectly designed in all aspects.

Jägermeister serves very different international sales markets and target groups with different use cases and requirements. The product portfolio is correspondingly diverse. What all products have in common is the demand for the highest design quality, product & brand visibility and, of course, a sustainable customer experience. Our self-imposed goal is to create a new wow effect with every new product that we are allowed to design through a targeted reinterpretation of the design DNA.

Every product should inspire in a new way and still be a clearly recognizable part of the Jägermeister family.

For us, doing justice to the Jägermeister brand means: exceptional quality for an exceptional product. In this sense, in addition to innovation & design, design engineering is another major area of responsibility for us and also includes design support, production support and quality control on site.

Thanks to the close cooperation with the manufacturer, we were able to ensure maximum quality and design fidelity while meeting the strict requirements for production costs and process reliability.

With Jägermeister, we have a partner that is both a traditional company and always has its finger on the pulse of the times. Mastering the future means demonstrating a keen sense for the demands of the modern world and setting the course for innovation and sustainability at an early stage. Sustainability in particular is now firmly anchored in the global brand's corporate strategy. This commitment continues to inspire new enthusiasm in us and we are delighted to help Jägermeister achieve its ambitious goals. Our close cooperation with designers and suppliers enables us to make rapid progress in this area. For example, we were able to design the first Jägermeister tap machines with housing parts made from 100% recycled plastic. This milestone made it possible to transfer the material to other existing products. In addition to resource efficiency and many other factors, an outstanding user experience is always at the heart of all our developments and thus itself becomes a catalyst for the longevity of Jägermeister products.

When it comes to sustainability in particular, we want to achieve more together with our partners and take a step forward. In order to ensure the greatest possible sustainability for future products, we have developed a guide with Jägermeister that provides internal and external managers with clear, assessable guidelines for the entire life cycle and thus offers the opportunity to maximize the impact of circular design.