Tiger Beer refreshes packaging to position itself as "Asia's beer"

Tiger Beer has launched a packaging refresh with a new look rolling out regionally across cans, bottles and multipacks.

The redesign, handled by Singapore-based Jones Knowles Ritchie (jkr), is aimed at consolidating the brand’s position as ‘Asia’s beer’ through the introduction of a more heroic and premium identity.

“Tiger is a brand with real energy and bite. The brand promise of ‘uncaging your courage’ reflects its character”, explains Mie-Leng Wong, global brand director of Tiger Beer at Heineken. “It was important that the ‘uncage’ message was integral to our identity as well as our communications.”

Katie Ewer, strategy director at jkr said the redesign literally uncages the Tiger from its orange roundel and allows it to ‘prowl’ freely across the Tiger word-mark”.

“It’s a much prouder, more single-minded expression for the brand,” Ewer said.

Tiger was first brewed in Singapore in 1932, the nation’s first locally brewed beer. At the time, it was widely considered to be an impossible challenge to brew a lager style beer in equatorial heat. Since then it has become part of the fabric of Singapore’s cultural landscape, a national treasure and an Asian icon.

“Our new design builds on Tiger’s heritage and distinctive brand equities, but evolves them to be bolder, more single minded, and more premium”, adds Ewer.