Elephant Design revamps Tiger biscuits' brand identity

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | November 28, 2012
The age-old biscuit brand will now appeal to mothers with a growth promise and a new look.

Britannia has re-launched its popular glucose and cream biscuit brand Tiger, with a new look and proposition. The biscuit brand now comes with a promise of being a growth nutrients provider. It sports a new brand identity and packaging, conceptualised and designed by Elephant Design.

Tiger Glucose

"When redesigning a large popular brand like Tiger, one has to layer the packaging communication in a way that announces the new story delightfully, and yet does not alienate existing consumers," says Ashwini Deshpande, founder-director, Elephant.

Elephant has helped the brand adopt a fresh take on the growth promise through a mnemonic and dynamic arrow that connotes visible growth.

Ashwini Deshpande

Mayuri Nikumbh

For a brighter and smarter appeal, the Tiger palette of red, blue and white has been fine tuned. The product promise of '25 per cent Daily Growth Nutrients' has been amplified on the pack through a mnemonic supported by nutrient details. The brand identity has been revamped to look cleaner and contemporary, with 3D white letters encased in blue. And since the glucose biscuit is a popular format in the category, it is showcased on the pack only to retain the familiarity. For Tiger Creams, product shots have been used as an opportunity to appeal to kids with taste and fun quotient.

Deshpande tells afaqs! that Tiger for long has stood for energy and over the last few years, has added a fun element to it that appeals to children, despite it being a mass brand. The idea, she says, was to help the brand confidently make the promise of being a growth nutrient provider for children.

Talking about the design strategy, Mayuri Nikumbh, principal of packaging design practice, Elephant, says, "We tried to probe what mothers look for when they are making important everyday decisions towards the growth of their children. Our insight led us to communicate the fact that a simple glucose biscuit could actually play a positive role in growth and with proper choice, one could derive significant benefit for a growing child."

Noting how mothers are very particular about reading on a product before buying and are conscious of a brand's promise, the team at Elephant made sure that the promise of the biscuit providing 25 per cent growth nutrient is showcased on the packaging.

On the revamp, Anuradha Narasimhan, category director (health and wellness), Britannia, says, "It was a challenging brief that we gave our design agency, to bring in credentials and nutrition to a brand design that stood for fun and energy, while maintaining continuity and recognition. I am delighted that Elephant Design brought in the growth story with the right confidence and credentials, and managed to carry it through the entire portfolio of Tiger Glucose, Krunch and Creams."

In the past, Elephant has worked on other Britannia brands such as NutriChoice, Marie Gold, Treat, Tiger, Bourbon, Pure Magic, 50-50 and TimePass, among others.

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