The year is 1870. Chinese herbalist Aw Chu Kin has just invented Tiger Balm, and there are 100,000 wild tigers roaming the jungle.
Flash forward to today, and Tiger Balm is still thriving, but tigers are not. In fact, there are only 4000 tigers left on Earth. While Tiger Balm is great for making pain go extinct, they will do everything they can to prevent tigers from the same fate.
With a bold new look, Tiger Balm takes tiger conservation in to it’s own hands.
The goal of this rebrand was to visualize a tiger in a more conceptual way. Instead of placing a tiger directly on the package, we opted for design elements that capture the essence of a tiger without ever needing to show one. This gives Tiger Balm the freedom to express its brand voice through large, stretchable typography.
Before
After
Out of Home
Billboard placements near zoos and parks will create situational salience.
NCAA Partnership
There are thirteen Division 1 Football schools that use a tiger as their mascot. The most notable being LSU, Clemson, and Missouri. Tiger Balm is already useful to athletes, making the NCAA an intriguing placement for Tiger Balm’s conservation message.
For the first week of the 2024 season, all players for the 13 schools will wear helmets and uniforms without tigers. Jumbotron ads and game announcer promo will drive home the message to tiger fans across the country.
