Tiger Beer
A new brand campaign that embodies Tiger's innate essence of courage and progress.
A Fresh
Rebrand
We kicked off an exciting chapter with a bold transformation, blending cutting-edge innovation with Tiger's rich heritage.
Covered by media all across Asia, this campaign became a huge success due to joint efforts between Kennonball Studios, Bulletproof Studio and Tiger Beer's in-house creative team.
It took our collective teams 8 months to finalize the visuals and planning before any production began. As part of the creative direction, we felt that the brand’s relaunch should make a big splash with a visually stunning stunt featuring the bold orange “Tiger Stripe.”
Tiger Beer’s transformation isn’t just about packaging either—it’s a reflection of the brand’s commitment to innovation and progress while staying deeply connected to its heritage. The evolved look represents a forward-thinking approach that invites consumers to “uncage their tiger” and join a movement that celebrates resilience and ambition. The November 1 unveiling marked a milestone in Tiger Beer’s journey, one that builds on its proud past while looking firmly towards the future.
“Tiger Stripe” was central to the brand’s broader campaign, designed to embrace progress while staying true to its roots. The stunt built anticipation for Tiger Beer’s refreshed brand identity, generating buzz and excitement for what’s next. It was the perfect way to introduce the updated bottle and can design which echoes the brand’s call to “Uncage Your Tiger”, further aligning with its long-standing values of strength, courage, and progress. The bold design now includes a dynamic “Tiger Stripe” behind the roaring tiger, carried across the new can designs with a modern blue (Original) and silver (Crystal) look, emphasizing the sharp, crisp taste of the iconic lager.
Tiger Beer’s transformation isn’t just about packaging either—it’s a reflection of the brand’s commitment to innovation and progress while staying deeply connected to its heritage. The evolved look represents a forward-thinking approach that invites consumers to “uncage their tiger” and join a movement that celebrates resilience and ambition. The November 1 unveiling marked a milestone in Tiger Beer’s journey, one that builds on its proud past while looking firmly towards the future.
Our visual identity uncages the Tiger from the shield, creating a bigger, bolder icon. Born from the historic word mark, we created the new ‘Tiger stripe’ - an upward motion to symbolise progression. The rebrand shifts Tiger® from a variant led identity to a unified, premium parent brand, with assets that hero the courage and boldness of Tiger®.
