Jägermeister
A different kind of night. A different conversation.
Brand positioning and tone of voice shaped around the social habits of the project’s defined audience.
Explore the work
Get a feel for the voice.
Explore the original tone principles, then browse the social work alongside them.
Original brand work presented for exploration. The social examples are historical; the controls do not connect to social accounts.
Personality, tone, and style
Our
vibe.
Principles are transcribed from the original tone-of-voice board. The pairings with posts are an editorial aid for this portfolio.
Original social executions
The challenge
The brief focused on “Freddy,” a defined audience persona whose preferences pointed toward smaller, more relaxed gatherings with friends. Jägermeister wanted to evolve its positioning beyond its established late-night party associations and speak more naturally to that audience.
My contribution
I led a strategic partnership that brought creative direction and consumer insight together to refine the brand’s purpose and tone of voice. The work connected social content, campaign development, and longer-term planning around a consistent expression of the brand.
Original design boards and imagery
