The New Jägermeister Tap Machine – Mysterious Core / Product design for gastronomy equipment

Jägermeister redefined its brand personality for the 1st time in history. Jägermeister Tap Machines are icons of nightlife. They bring together people in bars, clubs & restaurants and are the brand’s most important marketing tool apart from the product itself.
The challenge was to conceive a recognizable experience DNA for a lineup of products conveying the brand’s mysterious, premium character and that it has to be enjoyed at ice-cold -18°C.
The Mysterious Core design dramatically stages the spirit and ritualizes the tapping experience. Its iconic aura attracts attention in dark places, brings joy to people and connects them authentically.