CORPORATE BRANDING

Tiger aims to keep its brand roaring with first refresh in 25 years

By our African Marketing Confederation News Team | 2025

Tiger Brands retains its iconic roaring tiger emblem, but with a more modern geometric representation and an updated font.

A quarter of a century after changing its name from Tiger Oats, Southern African-focused FMCG company Tiger Brands has refreshed its corporate branding.

Photo: Tiger Brands

The new logo retains the Tiger emblem but with a more modern, geometric representation, and an updated font. The abstract shapes that form the new tiger are inspired by items found in the company’s value chain – from process, to produce and finished products.

Tiger Brands’ new logo also retains the iconic red and black of the wordmark – “honouring the company’s heritage and representing the passion and confidence of its employees”, the company explains.

Comments Werna Oberholzer, Director of Corporate Affairs and Sustainability at the company: “Just as our teams and partners unite, the geometric forms of our new logo fit tightly, reminding us that, united, we are a collective force for good. The new Tiger remains forward-looking but is more contemporary.”

In approaching the refresh of its corporate identity, Tiger Brands partnered with Design Bridge and Partners, a global brand design agency.

Refresh the group purpose and corporate identity

Says Mathew Weiss, Managing Director at Design Bridge and Partners: “Tiger Brands is an iconic company with a significant history in Southern Africa. It was a privilege to work with the leadership team to refresh the group purpose and corporate identity, and we were careful to treat the brand with the respect it deserves.

“The new logo and identity retain the brand’s intrinsics – red, black, confidence and pride – which are now executed in a contemporary style better suited to modern marketing.

“The visual style is inspired by ’cause’ branding – bold, heroic and authentic – creating a brand all employees can rally behind as they work to fulfil the group’s purpose.”

As part of the refresh, the company also updated its corporate purpose – “to cultivate and nourish lives, every day and every tomorrow” – to reflect the active role it plays in creating positive and sustainable outcomes across its value chain.

The corporate brand and purpose refresh comes at a time when Tiger Brands says it is making swift progress in delivering on its turnaround strategy.

“This is an optimal time to reaffirm our commitment to the people of the region who have chosen our brands again and again,” states Oberholzer.

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