Jagermeister Illustrates Its 56 Ingredients With Handmade Wood Puzzles

Laser-Cut Puzzles Were Photographed to Create Print and Outdoor Ads

Published on

Editor's Pick

This beautifully-illustrated print and outdoor campaign for German liqueur Jägermeister was created by Deutsch, N.Y., which worked with three artists to bring the brand's 56 ingredients to life.

Each illustrator created a template that was then turned into a 56-piece "wood puzzle" illustrating the different ingredients. The wood was laser cut, then etched, hand-tooled or hand-painted, and made into puzzles. They were then photographed for the campaign, which is aimed at informing a U.S. audience about the brand's heritage. The 80-year-old recipe is based on a mix of different herbs, spices, fruits and roots.

The artists are Seattle-based Olivia Knapp, whose style is influenced by European line engravings from the 16th to 18th century; California art group DKNG, who have worked with rock musicians such as Jack White and the Dave Matthews Band; and Stephane Caiser of Yeaaah! Studio Paris, a French graphic designer and illustrator.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Mar 04, 2015
Deutsch New York
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age