Tiger Brands announces rebrand of purpose
Fast-moving consumer goods manufacturer Tiger Brands has refreshed its corporate brand and purpose, with a brand new logo to boot.
The change comes 25 years after the company changed its name from Tiger Oats, as it was initially known.
The rebrand reflects Tiger Brands’ commitment to contribute to a more resilient Southern Africa by working to make quality foods and essentials affordable and available to everyone, as well as its purpose – “to cultivate and nourish lives, every day and every tomorrow”.
Notably, the inclusion of “cultivate” speaks to the active role Tiger Brands has been playing to create positive outcomes across the value chain from farm-level.
The new logo retains the Tiger emblem with a more modern and geometric representation, with an updated font.
The abstract shapes forming the new tiger are inspired by items found in the company’s value chain from processing and production to finished products, Tiger Brands explains.
The logo retains the original red and black colour to honour the company’s heritage.
“Our new logo is a powerful symbol of unity and progress and reflects the bold choices we have made. It draws on the legacy of the Tiger that has been integral to our company story over the last century and reimagines it for the future.
“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 Brands remains forward-looking but is more contemporary,” Tiger Brands corporate affairs and sustainability director Werna Oberholzer concludes.
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