Tiger Balm Brand / Line Extension Project
Company History:
Company Products
Traditional:
Modern:
Company Values and Mission
> To maintain age-old tradition of relieving pains/discomforts through modern innovations
> To transform from “one product for all” to lifestyle branding
Brand Positioning
Brand Keywords
> Health
> Well-being
> Ointment
> Remedy
> Pain-relieving
> Convenience
> Relaxing
> Balm / gel / spray
> Heritage
> Herbal formulation
> Muscle pain relief
Brand Positioning/Image/Graphic – Analysis
> Tiger Balm focuses mostly on ache and pain relief.
> Provide the same solutions through different methods (gel, sprays, plasters) but lack solutions to other medical ailments covered by other brands (eg. common cold, insect bites).
> Internal package uses its signature hexagon shaped bottles to stand out from traditional, curved/rounded bottles used by other brands.
> Mixture of oriental patterns and traditional animal motif (i.e. tiger) with sans serif, bolded typography.
– Typography stands out
– Visuals incorporate logograms and Asian symbols
– Creates a “household” feel, that is very similar to competitors in current market
> External packaging uses a combination of classic logos/symbols and semi-realistic illustrations.
> Similar to competing brands that attempts to appeal to both old and young
> Slight risk in loss of focus
Proposed Product Extension – Fever Patch
> Tiger Balm has been focusing exclusively on sprain/ache relief.
> Pain relief can also be extended to fever/heat relief.
- Similar to KoolFever patches, but with Tiger Palm’s signature design.
- Instead of targeting different age groups, provide different levels of cooling intensity, similar to current Tiger Balm variety of (rub) heat intensity.
Proposed Product Extension – Case Study and Inspiration
> Purpose of Dyson study: to understand product extensions better.
> Recurring theme: innovation as core company value
Proposed Product Extension – Branding Strategy
> Apply Dyson’s philosophy onto product extension.
Proposed Product Extension – Inspiration Board
Proposed Product Extension – Logo and Typography
Proposed Product Extension – Package Design Template
Package Design Template - Variations
Proposed Product Extension – Finished Products
> Logo centralized for quick brand reading/recognition
> Contrasting colors per package version stand out in shelves
> Variation of fonts adds styling to package, appealing to younger consumers
Proposed Product Extension – Challenges and Suggested Improvements
> Bottom portion of template folding process complicated
– Suggestion: Simplify design of bottom of template.
> Top flap when folded may leave small gaps in-between the fold
– Suggestion: Secure inside of fold with double-sided tape.
– Alternative: Use a heavy object to compress top flap to flatten.
> Information on bottom half of front of package looks busy
– Suggestion: Graphical information on side flaps
