Creative Agency: Jones Knowles Ritchie
Manufacturer: MW Luxury Packaging
Project Type: Produced, Commercial Work
Location: Global Markets
Creating luxury packaging is about creating an experience; this is the ethos at the heart of Jägermeister’s VIP Founder’s Kit, which was manufactured by MW Luxury Packaging in collaboration with Jones Knowles Ritchie. A veritable treasure trove of vintage-inspired items, this exquisite pack – created as a limited edition gift for 400 lucky VIPs – gives an exclusive window into the Jägermeister story.
Deceptively simple from the outside, the pack comprises a wooden, copper-hinged box, emblazoned with the Jägermeister branding and fastened with an orange leather strap. Upon opening, the box smoothly expands, folding out into three separate compartments.
A bottle of Jägermeister sits in the centre; the other recesses contain two copper shot glasses, a Boker pocket knife sheathed in leather, a vintage retractable telescope, an embossed pocket watch bearing the famous Jägermeister stag, and a set of 56 unique postcards. The last detail: a copper plate, etched with the names of every VIP recipient.
It’s a pack that not only evokes the spirit of Jägermeister, but harks back to an age when there was time to enjoy life’s simple pleasures.
Naturally, an ambitious pack like this brings its own unique challenges, but here at MW we were only too happy to take them on – and with such fine craftsmanship on display, this project looks like a triumph for our team.