Visiontree´s first lead agency outing took us all the way to Spain – where we flexed our communication muscles to tame a true icon, “El Toro de Osborne”.

To promote this national treasure, we decided to take the bull by the horns with a comprehensive communications strategy and powerful campaign for the brand’s German market: a dedicated short film festival curated by German actor Daniel Brühl.

Spirited, well – spirit-soaked – and truly seamless, this successful integrated campaign provided ambitious and tricky tie-ins between the campaign’s dedicated webpage, social media, online media, consumer interaction, PR and the actual event.

strategy & supervision – visiontrees

design & production – flora&faunavisions

A loyalty programme with plenty of perks and a welcome platform for mutual support, the steadily growing Hubertus Rat encourages exploration and exchange between Germany’s top mixmasters – under the Jägermeister umbrella.

The invite-only scheme helps members to push the boundaries of cocktail culture through various measures and campaigns. At the same time, the society encourages specialists to experience Jägermeister’s quality and mixability: In lab-like situations, participants experiment on something entirely new beyond the popular Jäger shot concept.

Named after the patron saint of the hunt, St. Hubertus, Rat initiation starts with a down-to-earth training camp at Jägermeister’s Wolfenbüttel home base where a focus on high-quality, high-proof materials and the art of mixology sets the scene and tone for future interactions.

Flanked by a lively online community (closed Facebook group and public website), the platform promotes the exchange of ideas, recipes and approaches while also supporting bright new talents via its highly praised scholarship programme.  Added extras include bespoke high-end bar tools and a say in new developments.

With this back-to-the-roots approach, the lauded, brand-based society embodies what Jägermeister is all about – a genuine love of flavour, skill and fine ingredients.

lead agency – visiontrees / John Benjamin Savary (2010-2013), Proof & Sons (2013-2014)

strategy & supervision – visiontrees

A little more and then some – upping the ante on 2011’s successful BCB debut, in close collaboration with flora&faunavisions, visiontrees joined the trade fair fun with a subtly branded Jägermeister presence that placed exploration center stage.

For tangible added value and plenty of talking points beyond the usual marketing glitz, the innovative concept and lab-like set-up emphasised expertise and skilled enthusiasm via live distillation and maceration sessions, some stirring excitement thanks to a high-speed shaking challenge, a dash of sophistication with the launch of Jägermeister’s limited bitter and a special guest stint by seminal bartender Gaz Regan.

With its careful blend of enthusiastic on-site pros and Hubertus Rat members, celebrity guests and open-minded gastronomes, the stand kick-started communications – and plenty of interest in the Jägermeister brand.

strategy, supervision & communication – visiontrees

design & production – flora&faunavisions

photo credits – Die Photo Designer & Roland Justynowicz

As part of our Jägermeister brand engagement, visiontrees whipped up an entire trade fair concept in close collaboration with florafaunavisions. The basic premise: a suave mixologists’ oasis far away from the mainstream crowds.

After pouring a good six months of our time into this beauty – from design and communications right down to the smallest of details – the result was well worth the effort: With its clever blend of striking lines and cosy appeal, the stand’s gauze-covered exterior radiated subtle chic. Akin to a super stylish black box, it took visitors away from the hall’s bustle and into a sleek, self-contained space designed to encourage rest and rediscovery.

Once inside, modern design classics and vintage accents, matte black understatement and flashes of the brand’s trademark orange joined the mix. To underscore the drink’s surprising variety of flavours, the concept referenced Jägermeister’s special bouquet of select herbs, from bitter orange to galangal, via detailed, naturalistic illustrations, close-up dried samples and fresh pickings.  True mixmasters also appreciated the accompanying aroma chart that highlights potential flavour pairings.

strategy, supervision & communication – visiontrees

design & production – flora&faunavisions

photo credits – Die Photo Designer & Roland Justynowicz

Industry pros, service providers and bartenders named Jägermeister THE standout stop at Cologne’s Barzone. Backed by flora&faunavisions (visual design/conceptual input), visiontrees devised a concept that ticked all the right boxes: With its bona fide, country pub-inspired “Wirtshaus” flair, the stand accentuated the brand’s core values of community and sociability, while inviting bartenders to broaden their gustatory horizon.

Here, we not only kept a keen eye on the overall concept, but also all those intriguing details that add spice to the event: from dress code and drinks concept all the way down to brand communications. Most of all, our novel concept removed the bar’s most obvious feature – the barrier between guests and staff – to level the playing field and encourage a friendly, informal and convivial house party mood. Just like an old-fashioned country pub, the entire stand centred around a communal oak table to create a welcoming, yet vibrant place to meet, chat, play and exchange. The next round is on us!

strategy, supervision and communication – visiontrees

design & production – flora&faunavisions

Soaking up the last rays of summer – and a few novel concoctions – forty barkeeps from all over Germany enjoyed Proof & Sons’ latest outing: A temporary “scout camp” in Bavaria for Hubertus Rat members only.

As part of Jägermeister’s exclusive community for bar professionals, the event provided a fun framework and fertile grounds for mixology-related discussions, testing and tasting of home-grown delights, immersion in natural liquids (well, river rapids) and plenty of down-to-earth networking.

concept and event production – Proof & Sons

video documentary – flora&faunavisions

One year after its Munich debut, visiontrees & florafaunavisions staged Hubertus Rat’s second national event at “Schloss Ulrichshusen”– an ancient castle in the eastern part of Germany.

A fine blend of fun, information and fresh air turned out to be just the right mix for the Rat’s growing number of expert members who appreciated the gathering’s outdoor adventures, skilled experimentation and spirited exchange.

strategy, supervision & communication – visiontrees

event production – flora&faunavisions

What do bartenders really need, appreciate and look forward to?

A loyalty programme with plenty of perks and a welcome platform for mutual support, the Hubertus Rat held its first ever meet-up in Munich to find out what bar pros truly want – and to encourage members to mingle.

Shaking up proceedings with some socialising, hands-on mixing, crowd-sourced ideas and focused fun, the event really hit the spot. And kick-started a scheme that continues to command great respect in the extended bar community.

strategy, supervision & communication – visiontrees

event production – flora&faunavisions

It’s all about strategy, not tactics: With its clever blend of long-term engagement schemes like the Hubertus Rat loyalty programme and a carefully measured mix of instant attention grabbers, expert events, hands-on helpers (e. g. bespoke bar tools) and targeted communication materials, Proof & Sons offers gastronomes and bartenders no one-sided marketing message, but a credible point of call.

Plenty of experience in the world of spirits make Proof & Sons a seasoned pro in on-brand communications – reflected by our exceptionally successful and lasting collaboration with Jägermeister in the German market.

The tasting and promotion business is governed by some pragmatic trade-offs: Due to the transient nature of stalls and stores, any on-site furniture needs to strike the right balance between style and substance (i. e. weight), handling and functionality.

Familiar with this tricky challenge, Proof & Sons designed and built just the right solution for Hans Just (Denmark) and Prizelius (Norway).

Designed for easy assembly and dismantlement, modular versatility and  striking, yet charming brand appeal, the resulting promotional furniture comes in two different sizes and now awaits future outings!

Whether Frankfurt, Copenhagen or Istanbul: Global promotions by Jägermeister invariably leave a lasting impression.

With a keen eye and feel for brand and target audience alike, we conjure up unforgettable experiences and lingering effects based on carefully sourced materials, attention to detail and an innovative address. Naturally, this also involves overseeing the entire process from creation and realisation right down to the final evaluation.

concept, design & production – Proof & Sons

Making the most of our expertise in temporary brand showcases, pop-up events and trade fair stands, Proof & Sons also offers more lasting shelving solutions and shop-in-shop systems.

Select materials, lateral design approaches and unexpected twists turn simple displays into striking product placements that stand out from the usual brand presentations.

Intimately familiar with the Jägermeister product and profile, Proof & Sons also coaches sales and service staff to make that decisive difference in the field.

Consulting and coaching the Building up on premises specialist team of US-based distribution partner Sidney Frank INC. proved an especially rewarding challenge as this particular company is responsible for Jägermeister’s most important international market.

Supporting this innovative team and supplying it with just the right skills and materials required our combined expertise – and helps to maintain Jägermeister’s impressive global success story.

Tasty concoctions deserve an equally enticing cover. Together with flora&faunavisions, visiontrees designed and oversaw the entire packaging design process for two limited Hubertus Rat give-aways: a herbal tea based on Jägermeister’s in-house blend of botanicals and a series of cocktail bitters that add a dash of intense aroma to mixed creations.

Vying for attention on the bar‘s back buffet, even excellent drinks can use an extra visual kick to stand out from the battery of exotic products on display. Here, a popular helper and highlight is the so-called “bottle glorifier”, usually manufactured in China.

Our own take on this particular marketing spin takes a slightly different route: Instead of the usual bottle bling, visiontrees joined the designers of Llot Lllv and flora&faunavisions to “make a stand” for quality. Beyond its breathtaking design, the glorifier emphasises conscious consumption and community inclusion by minimising packaging (recycled cardboard only) and moving production to a Berlin-based sheltered workshop.

Proof & Sons manages a full PR service package around a range of sharp and unique communication measures.

Our prime focus: strong, credible storytelling and topics tailored to the brand’s target group. Here, every media measure is a standout story, designed to broaden the brand’s horizon and entertain the target group with visuals and narratives that grab their attention.

Devised and realised in close collaboration with select media partners, these features and events emphasise the brand’s core product messages and underscore the quality and authenticity of Jägermeister in the public eye.

Campaigns and highlights to date include features on the product’s growing premium appeal and an international scholarship for promising barkeeps!