Ad Nut
Apr 21, 2017

Tiger Beer frees its eponymous feline

A subtle branding refresh takes the beer's 'uncaged' tagline literally and sets a more premium tone.

Tiger Beer frees its eponymous feline

Ad Nut likes seeing judicious rebranding work—the kind where you might be hard-pressed to explain the alterations, but you nonetheless get a different feeling about the brand.

Thus this refresh for Heineken-owned Tiger Beer hits the spot. Unless you look at the "before" shot below, you might not realize that the redesign (above) "literally uncages the Tiger from its orange roundel and allows it to ‘prowl’ freely across the Tiger word-mark”, as Katie Ewer, strategy director at Jones Knowles Ritchie, which did the work, puts it. “It’s a much prouder, more single-minded expression for the brand”. 

Old 6-pack design

Here's some more glamour shots of the new design. JKR says the logo has been redrawn for a more dynamic feeling, and will be rendered in gold foil on metallic labels.

Ad Nut suggests that an adventurous brewery might consider a Squirrel Beer. Verily, Ad Nut's species is every bit as charismatic and photogenic as the tiger, not to mention arguably more noble. After all, you don't see members of squirrelkind pouncing on smaller animals and toying with them before rending them into a bloody pulp and devouring them.

Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

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