STRANGE. BUT TRUE.
As a part of brand development in Australia I have led project of new brand positioning and visual identity development.
Australia is highly regulated environment and number of elements traditionally used in alcohol advertising is not allowed. We had to be creative to come up with visual expression an line that embodies Jägermeister's core values but still fit into local playground...
STRANGE is the difference Jägermeister draws from its uncommon ingredients
TRUE is the genuine, authentic bond between friends that Jägermeister sparks
* Is the promise of an uncommon but memorable experience
* Imagine someone telling a story that is unbelievably unusual, but nonetheless real
* Strange and True are equally counterbalanced. Strange does not turn surreal and True does not become ordinary.
Lead Visual
Embodies emotions we need to reinforce inside local perception of Brand DNA - nocturnal setting, wild/ hunting impression, a pack, anticipation, intrigue, under control, bonding
Characters
Example of generic POS - master layout
Example of master layout filled with messaging
Example of branding for events - badge for posters...
and badge usage in reality
Example of Facebook post template usage
