Tiger Brands launches refreshed corporate brand
The refreshed corporate identity reflects Tiger Brands‘ bold steps to innovate and cultivate partnerships across its value chain, underlining its commitment to making quality foods affordable and available to all households in South Africa.
SOUTH AFRICA – Tiger Brands, a leading South African food company, has unveiled a refreshed corporate identity 25 years after its name changed from Tiger Oats.
The update features a modernized geometric tiger emblem and a corporate purpose statement that emphasizes the company’s active role in food security and sustainability.
The new logo retains the iconic red and black colors, symbolizing the company’s heritage and its employees’ passion, while the modern geometric forms reflect unity, progress, and a forward-looking vision.
The redesigned tiger emblem draws inspiration from elements within the company’s value chain, from agricultural processes to finished products.
This abstract design symbolizes the company’s integrated approach to delivering affordable and accessible food and everyday essentials.
The refreshed corporate identity reflects Tiger Brands’ bold steps to innovate and cultivate partnerships across its value chain, underlining its commitment to making quality foods affordable and available to all households in South Africa.
Alongside the visual transformation, Tiger Brands updated its corporate purpose to “to cultivate and nourish lives, every day and every tomorrow.”
This statement highlights the company’s active contribution to positive, sustainable outcomes across its value chain, with “cultivate” representing proactive efforts in agriculture and food security, and “every tomorrow” emphasizing a long-term commitment to future generations.
The identity refresh is part of Tiger Brands’ broader strategy to realign its market presence, recapture market share, address household affordability challenges, and drive positive social and environmental impact.
The company partnered with Design Bridge and Partners for the rebranding, ensuring the new look and message resonate with both employees and consumers.
Tiger Brands remains committed to its legacy while embracing a contemporary style suited for modern marketing and the evolving food industry landscape.
This rebranding signals a new era for Tiger Brands as it continues to play a vital role in nourishing South African families and supporting food security through innovation, inclusivity, and sustainability efforts aligned with its refreshed purpose and identity.
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