May 2017 marked the start of a global rebranding project: the new Jägermeister brand world. Orange, previously a central brand colour, is now reserved for accents. Dark greens dominate the new colour palette, and the world-famous logo appears in gold. The global repositioning is based on elemental brand attributes such as unconventionality and technical perfection.
Alongside the brand world, Jägermeister consists of four core traits: like a hunter (Jäger-), the brand is bold and social. Like a master (-meister), it is authentic and masterful. Jägermeister is much more than a place where products are made. Consumers choose Jägermeister for the experience they associate with the brand: the best nights of their lives. Making them a reality is our mission.