As a website combining brand content, e-shop, and loyalty elements, the concept behind Jägermeister’s so-called New Digital Home was a technically mature, fully integrated, and graphically revised digital presence. 

Crucially, this future-forward vision also needed to offer an innovative experience that met both the needs of younger consumers and the high standards of the Jägermeister brand. 

As the global tech lead agency, we ensured Jägermeister’s New Digital Home was standardised across numerous brand websites with a cohesive brand identity that balanced the company’s core values with its digital future.

The project’s primary goal was to unify the three pillars: brand; e-commerce; and loyalty. 

Before our collaboration, each of these pillars existed on different websites. To bring them under one roof, we consolidated pre-existing workflows on more than 18 local sites.

Once this was accomplished, local sites had to be transferred to the New Digital Home and supplemented with the e-commerce and loyalty elements. For the e-commerce pillar, we built a future-proof application using next.js. For the loyalty pillar, we built and connected an array of Shopify apps that would offer users a personalised experience.

Additionally, we enabled Content Creator and created a “Templater” feature that allowed customers to order customised individual labels.

When most people think of Jägermeister, they think of the iconic green, frost-covered bottle. But the brand extends beyond the bottle: Jägermeister stands for the best night of people’s lives and is evolving to a lifestyle brand more and more.

As a brand, Jägermeister is synonymous with occasion and the human desire to capture the moment. Inspired by this spirit, we infused the websites with this very essence.

To accomplish this, we developed a customised design system for Jägermeister’s New Digital Home based upon four design principles that symbolised the lifestyle around the brand: Lively; Unapologetic; Sociable; and Bold. And the brand’s newly introduced BVI.

By building the design system in Figma, we could consistently implement these principles and create a solid and distinctive brand identity that was also flexible.

In addition to showcasing a powerful and attractive brand identity, Jägermeister’s New Digital Home needed to offer an intuitive and appealing user experience. 

This was especially important for the e-commerce pillar. We needed to design the store to increase conversion rate and boost sales, which we achieved by ensuring that the overall digital experience was as accessible and user-friendly as possible. 

Before kicking off the experience redesign, we conducted a research phase that analysed Jägermeister’s existing module structure. Based on our findings, we adapted the components to ensure better guidance and greater flexibility. 

We worked closely with the Jägermeister team to develop a list of customer needs and expectations, paying particular attention to the younger target audience. 

The results of our research phase helped us optimise both the existing module structure and the final customer experience, applying technical innovation–without losing sight of basic functionality.

As the lead agency, our role was to ensure Jägermeister’s New Digital Home fit the brand’s longstanding reputation for excellence and its vision for the future. 

Going forward, we will ensure that the high standards we’ve helped set for Jägermeister’s new digital ecosystem are upheld across all local sites. We also look forward to efficiently supporting all future online campaigns.