Heritage & Heat

Business Challenge:

Tiger Balm approached imsoiconic looking for a total brand refresh. As they developed an ever expanding range of products, they felt like their current brand and identity wasn’t flexible enough to adapt to their changing circumstances. Their first priority was a logo redesign that took advantage of some of the equity of the old logo, while being modern and adaptable enough to represent their entire product line. Their second priority was a full redesign of their web experience with a focus on e-commerce. And their final concern was a campaign to spearhead their brand refresh in a way that centered their diversity of products, and broadening price points.

Communications Solution:

imsoiconic first approached the challenge of redesigning their logo. Their solution involved developing a logo mark that directly referenced the tiger glyph in their old logo in a minimal and easily applicable icon. Using the logo as the corner stone for Tiger Balms new brand identity, imsoiconic developed a series of assets and guidelines to utilize across all of Tiger Balms touch points, including their first ever e-commerce experience. Imsoiconic then tackled the challenge of Tiger Balm’s new campaign by centered two of Tiger Balms most equitable points: tiger balm as an actually product has existed for over a century, and in that time, its primary function has always been to generate heat. As such, the theme of the campaign, Heritage + Heat, was born.