scholz

Context
Following the success of the initial Deer Bodega concept for Jägermeister, the project returned as a recurring platform.

The ambition was to evolve the concept while establishing it as an ongoing cultural format rather than a one-off activation.

Direction
We built on the original framework - intimate events in local bodegas combining music, poetry and performance - while refining both execution and visual expression.

The identity was pushed in a more urban and immediate direction, allowing the campaign to evolve year by year while remaining recognizable.

The format stayed consistent - small venues, curated lineups and a close connection to local culture - while the expression adapted to keep the concept relevant.

Impact
Deer Bodega returned as an established platform within Copenhagen’s cultural landscape.

The second edition proved the strength of the concept demonstrating that it could sustain momentum and operate as a repeatable format with long-term potential.