Jägermeister Rebrands With Custom Typeface To Get Its Buzz Back
Jägermeister, the drink you probably mixed with Coca-Cola years ago, has unveiled a new global identity to keep millennials buzzing.
The rebrand includes a custom typeface by foundry NM Type to pay homage to the company’s German heritage and give its media channels a global voice.
The final result, ‘Meister’, is a bold, geometric sans-serif heady enough to accompany the potent spirit.
Notably, ‘Meister’ stands out with its larger-than-life, blocky appearance. Uppercase letters take on a squarish, rather than rectangular, shape so that the typeface would be recognizable even when laid out in other languages.
Another interesting feature is the curvature in some letterforms, such as ‘B’ and ‘U’, which resembles the shoulders of the brand’s signature bottles.
Video screenshot via NM Type
[via NM Type]