Tigre
Enduring roar. New frontier.
Enduring roar. New frontier.
Enduring roar. New frontier.
The centennial imperative: evolving an iconic heritage brand for future relevance.
For a century, Tigre has been more than just cheese; it’s been a staple on Italian tables, a beloved memory, and a household name. Established in Switzerland in 1924 and brought to Italy, this historic brand, now part of the Emmi Dessert Italia Group, holds a deep emotional connection with generations of consumers. Its distinctive yellow, the iconic tiger, and instantly recognisable geometric packaging, from classic round packs to triangular and square slices, are etched into the collective Italian consciousness.
As Tigre approached its centenary, the challenge was profound: how do you celebrate a century of unwavering recognition and affection, while simultaneously propelling it into a dynamic future? The risk was clear: leaning too heavily into nostalgia could alienate new generations, while a radical departure might dilute the very heritage that made Tigre an icon. We needed to strike a delicate balance, transforming a monumental anniversary into a springboard for contemporary relevance without losing an ounce of its authentic, beloved soul.
Beyond nostalgia: activating heritage for new growth and modern connection.
This significant milestone presented an unparalleled opportunity to re-energize Tigre. We saw past a simple commemorative redesign and identified the chance to evolve the brand from a cherished memory into a vibrant, forward-looking icon. The opportunity lay in leveraging Tigre’s rich visual archive and deep emotional resonance as a strategic asset; not just to remember the past, but to reinterpret it. By creating a bridge between yesterday and tomorrow, Tigre could connect with a wider, modern audience seeking brands that respect tradition while embracing contemporary vitality. This was about transforming a 100-year celebration into a declaration of intent for the next century, positioning Tigre as an enduring symbol of quality and evolution.
Powering future growth with a bold brand philosophy.
Our Unordinary Idea positions Tigre as an active force shaping its future. “Enduring Roar. New Frontier.” is a concise manifesto, capturing the brand’s century of powerful legacy, its unwavering presence, and iconic strength without relying on explicit historical markers. It speaks to a deep, primal authenticity while also boldly declares its forward momentum, its innovation, and its ambition to define fresh territories and experiences, pushing against the expected narrative of heritage brands simply looking back. This powerful pairing resonates deeply with a cultural desire for brands that are both profoundly rooted and dynamically progressive, making Tigre not just a beloved memory, but a vibrant leader charting what’s next.
Heritage to horizon: crafting a dynamic visual system for multi-channel engagement.
To embody the Unordinary Idea, we developed a comprehensive creative solution that respects Tigre’s profound heritage while decisively charting its path forward.
- Strategic reinterpretation of visuals: We dove deep into Tigre’s extensive archive, not to copy, but to reinterpret its iconic elements. This approach created a visual language that felt both deeply familiar and refreshingly contemporary, bridging the past and the future.
- Anchored by iconic colours: The unmistakable yellow and red, deeply ingrained in consumer memory, were maintained as foundational elements. Their application was refined, ensuring instant brand recognition while lending a modern vibrancy.
- The evolving tiger motif: The iconic tiger symbol was strategically reintegrated and re-envisioned. Moving beyond a static logo, it became a dynamic, pattern-based graphic asset. This allowed us to apply traditional printing techniques with a contemporary twist, symbolising the brand’s evolution and versatile presence.
- Dynamic design system: This reinterpretation of classic elements formed a robust yet flexible design system. It ensured brand consistency and allowed for seamless adaptation across a diverse and expanding range of touchpoints.
- Expanded brand footprint: The new visual identity pushed beyond packaging. We extended Tigre’s presence into a lifestyle context, applying its new aesthetic to merchandise like t-shirts, scarves, posters, and stickers. This move transformed Tigre from a product into a cultural statement, fostering deeper, more experiential connections.
- Engaging digital storytelling: To activate a “New Frontier” and connect with new generations, we crafted an editorial strategy for social channels. This platform became central to telling Tigre’s rich story, showcasing innovations, and articulating its enduring values, positioning the brand as both modern and deeply respectful of its roots.
This creative solution didn’t just redesign Tigre; it activated its powerful legacy as a launchpad for sustained relevance and future growth.
From a product to a cultural statement, fostering deeper, more experiential connections and commercial impact.
The strategic reinterpretation of Tigre has successfully transformed a centennial celebration into a powerful platform for brand evolution and future engagement:
- Enhanced brand relevance & reach: By authentically reinterpreting its legacy, Tigre has transcended mere nostalgia, successfully engaging a wider, contemporary audience who appreciate its unique blend of heritage and forward-thinking vitality, significantly broadening its appeal.
- Expanded cultural impact: The innovative application of Tigre’s visual language across diverse lifestyle touchpoints, from fashion accessories to engaging digital content, has positioned the brand as a modern cultural icon; extending its presence far beyond the traditional retail environment.
- Future-proofed an icon: The centennial project, designed as a strategic limited edition, serves as a robust blueprint for future brand iterations and innovations. It provides Emmi Dessert Italia with a clear pathway for ongoing relevance and audience growth, ensuring Tigre’s powerful roar continues to echo for another century.
- Strengthened community engagement: The dedicated social media strategy has fostered deeper connections by sharing Tigre’s rich story, showcasing its commitment to innovation, and articulating its enduring values, cultivating a loyal and active community around the brand.
- Industry recognition: The innovative brand identity and packaging design for Tigre have garnered significant industry acclaim, including winning a prestigious PENTAWARDS, underscoring the exceptional quality and strategic impact of our creative solution.
Tigre has proven that celebrating a century can also mean defining the next one. By embracing its past with a forward-looking vision, the brand has solidified its role as a timeless icon, vibrantly alive and ready for its future.
SERVICES
- Activation, Identity, Packaging, Social media
INDUSTRY
- Food & Beverage
BUSINESS NEED
- Relevance