Jagermeister Illustrates Its 56 Ingredients With Handmade Wood Puzzles

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

Published On
Mar 04, 2015

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.


Mar 04, 2015
Deutsch-New York

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