Jägermeister Redesigned Its Label for the First Time to Help the Nightlife Industry

Coronavirus has had an absolutely crushing effect on restaurants and bars, particularly the nightlife scene globally, which can’t be delivered or picked up curbside and which faces enormous safety hurdles—involving how to socially distance when the whole point is the opposite—as the world begins to reopen.

Jägermeister, the German liqueur, is trying to do its part to help the struggling nightlife industry, which has been so critical to its success, with a design-centric project featuring a limited-edition bottle that sports—for the first time in the brand’s history—a redesigned front label.

Here’s the original classic label:

And here’s the new #SAVETHENIGHT bottle, which was created by agency Here Design in collaboration with illustrator Max Löffler, a German artist known for his connections to music and underground culture:

A media release describes the new design this way:

The new illustration includes a portal of escapism on the front label, with a shining light beam representing a beacon of hope and positivity in dark times. The beam projects the distinctive Jägermeister stag as a symbol of optimism and reassurance. The label inverts the classic Jägermeister greens and oranges, amplifying the night-time vibe while continuing to honor the original, iconic Jägermeister design.

The graphic artwork is framed by an archway portraying the “gate to the night.” The frame is a poem by Here Design, dedicated to the nightlife community to create hope and solidarity. It declares: “The best nights are still to come and together we can save the night.” The back label builds on the story and the cause.

Jäger fans can purchase a bottle at save-the-night.com.

See more images of the bottle here:

“Jägermeister came to us with their idea of ‘saving the night,’ a fantastic initiative that is helping the very community that has helped them over the years,” says Billy Bridgeworth, creative director at Here Design. “Putting confidence in us to change the bottle across continents for the first time in its history is a big honor, but more importantly, the initiative shows how serious Jägermeister is in giving back and leading the charge for other drinks brands to do the same. It’s a special liqueur for a special time, and we are pleased to respond so quickly to the brief and bring this bottle to life.”

“With this unique initiative, we want to emphasize the importance of stepping in and helping,” adds Gunar Splanemann, head of global innovation and design at Jägermeister. “Global nightlife is truly under severe threat. We offer our fans a bottle they will hopefully love, with our approach to solidarity, which I am sure they share. Here Design has helped us bring this exceptional project to life with a new bottle symbolizing the spirit, the strong cohesion and the high devotion that the global nightlife community stands for, and that Jägermeister has been an integral part of for decades.”

The #SAVETHENIGHT bottle is available starting today in select stores and e-shops in Germany, Switzerland, Belgium, the U.K., Czech Republic, Slovakia and Argentina. South Africa, South Korea, China and Australia will follow in August.

The brand has also partnered with Berlin-based Korean artist and DJ Peggy Gou, who will serve as ambassador for the project.