Rumple Minze™ — awakening a cult icon.








       Rumple Minze™ is a hidden gem within the Diageo portfolio. Untouched by marketing in recent years, it has forged a cult following in dive bars and house parties across the US. Known as the bartenders handshake (a drink only for those who are brave enough), Rumple Minze™ is a 100-Proof peppermint schnappes from the Black Forest. It certainly isn’t for everyone, but that’s how Rumple Minze™ likes it.
      With a memorable 1984 ad campaign as the guiding light, Marie has harnessed the original lore, refreshed with internet-era personality. Activating across a range of projects across brand, advertising, social and packaging.
     The online and in-bar response to the recharged Rumple Minze has been epic.






An awakened brand positioning 
Out of home campaign for Cinnamint Whiskey
Airbrushed key art
The iconic 1980s Rumple Minze™ advertisement 
Animation produced in collaboration with Frame. Sound on
Website
Social media creative direction
Mini Duel Pack concept, created in collaboration with The Young Jerks
Animation produced in collaboration with Frame
Work in progress: new lore coming soon
Mini Duel Pack concept, created in collaboration with The Young Jerks
The bartenders handshake: a shot of Rumple Minze™







“Marie built a focused, disruptive design anchor for Rumple Minze™, a brand that hadn’t been touched in 5 years and a visual language that hadn’t been revised in 20+. Her work sought to contextualize the consumer promise — a high-proof, bold shot proposition — within the design and visual language of the legacy brand which was conceived of in the 80s and contemporary influences. Where she landed — a rethought view of knighthood, medieval cues and digitization — created a completely ownable visual language.”


OLIVIA KUPFER — Brand Director, Diageo, NY




CLIENT 
Diageo, New York

SERVICES
Creative Direction
Design Direction
Art Direction
Campaign Design
Packaging Design
Graphic Design
Digital Design
Illustration
Livery
Content Direction

CREDITS
Brand Director: Olivia Kupfer, Diageo, New York
Creative Collaborator: Montana Hein
Project Management: Sima Patel
Graphic Design by Marie Schultz and The Young Jerks
Words by Montana Hein
Illustrations by Marie Schultz, Soulsight and The Young Jerks
Animation produced in collaboration with Frame







RELATED PROJECTS

MR BLACK
Global Design Direction  
MR BLACK
Evolving instinct into infrastructure with a global Brand Compendium




STUDIO OF

DESIGN DIRECTION
& ART DIRECTION
SYDNEY,
AUS

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