Evolving and crafting the Tiger beer brand since 1997 to keep it
relevant and engaging to a younger audience.
Tiger had dominated the markets in Singapore and Malaysia since
the 1960s and had achieved significant regional and international
growth during the 80s and early 90s. Despite this, as the
millennium approached, Asian culture grew increasingly dynamic,
cosmopolitan and youth-orientated and, with that, came escalating
consumer expectations and an influx of competitive international
beer brands. APB wanted Tiger to become the definitive Asian global
beer and asked us to carry out its first major rebranding for a
decade. Since then, our task has been to make sure Tiger continues
to be Asia's World Beer, never losing its relevance to young Asian
consumers, always staying ahead of market trends and developments,
as well as of its rivals.
Our initial re-design reflected Asia's traditional pride and
new-found confidence through the iconography of the Tiger itself.
We elevated his profile and freed him to walk boldly with dignity
and self-assurance. Every element of Tiger's brand identity was
refreshed and refined; quality and heritage cues were introduced or
enhanced. Consumers were left in no doubt that this was no longer a
local beer brand but a truly global, premium world player. For
almost 15 years, we have acted as Tiger's brand guardians,
creatively guiding its evolution. We have developed an identity
that works flexibly across all touchpoints from packaging and bar
fonts to signage, livery and limited editions and that has allowed
the brand to expand successfully into the dynamic Chinese market
with Tiger Crystal.