To refresh the packaging of Tiger Beer and better communicate the brand proposition that Tiger is the leading genuine Far Eastern beer within the premium packed lager category.
Aimed at fashion conscious and affluent male consumers aged 23-35, but also appealing to women of the same age group, we developed a new pack structure for both the 4- and 12-pack formats. We gave Tiger a unique and ownable shape that revealed the detail of the bottle labels. The packaging featured water droplets all over the brand marque – used in a bold and impactful way – to suggest a thirst-quenching drink.
Greater shelf presence within major supermarket retailers enabled the brand to compete more effectively in an overcrowded market and the new packaging achieved the objective of successfully combatting previous under-performance in sales.