Project Spotlight: Tiger Beer / Rebranding Concept
Tiger Beer
Rebrand Concept:
Logo, Branding & Package Design
When I first arrived in Taiwan, fresh faced and ankles swollen from sitting too long on a plane (that’s a thing apparently) — my best friend who had been living on the tiny tropical island for a year prior — came running up to me and greeted me with a Tiger Beer tallboy. Since that moment, I have had an affinity for the easily drinkable beverage. It was always my go-to choice in re-chaos (熱炒), while exploring the magical alleys of night markets (夜市), or as I floated down lazy rivers trying to beat the summer heat.
The world’s first batch of Tiger Beer was created in 1932. World acclaimed from its early years, Tiger took up the cause to stand for courage, grace, and a newfound freedom.
The logo design approach started with an idea of a really fun, inviting looking beer that wasn’t too masculine (let’s be real, most beer brands can look really bro-y) but also not too feminine. While I was living in Taiwan, I noticed that people really enjoyed bright, happy colors - especially pink so I knew I wanted to incorporate that color into the design. I knew that by keeping the tiger illustration more “fierce” than “friendly” I would be able to maintain a sense of masculinity in the logo. I updated the illustration and added foliage.
I knew the type needed to pique visual interest as well as be simple enough to be clearly legible on the shelf with the wordmark large and prominent. I chose an inscriptional serif typeface which I customized and pairs really nicely with the other two fonts chosen.
