Africa-Press – South-Africa. Tiger Brands has undergone a major rebranding effort, as the company seeks to refresh its corporate identity.
Tiger Brands has products in many households across South Africa, but suffered immensely following failed forays into Africa and a deadly listeriosis outbreak in 2018.
CEO Tjaart Kruger, appointed in November 2023, has refocused the group, which is investing heavily in its plants and automation, while also rationalising its brand portfolio.
Twenty-five years after changing its name from Tiger Oats to Tiger Brands, the company is now undergoing a refresh of its corporate brand to highlight this change.
“The refresh reflects our commitment to contribute to a healthier, more resilient Southern Africa by bringing affordable, quality foods and essentials to everyone,” it said.
“At Tiger Brands, we hold a fundamental belief: that everyone should have access to good food and quality essentials.”
Management is attempting to increase its market share and realign its segments, particularly in the personal care category, as per its refresh.
At the core of the overhaul is a shift in its positioning among consumers, with a focus on delivering value and becoming an integral part of everyday life for households.
The group recognised that work still needs to be done to address the issues that many households continue to face.
A look at the changes
Above Image Source: Design Bridge and Partners. Headline Image Source: Reuters
Design Bridge and Partners was hired to create the new corporate identity for Tiger Brands.
“Tiger Brands is iconic, with a significant history,” said Mathew Weiss, Managing Director, Design Bridge and Partners.”
“It was a privilege to work with the leadership team on the refresh, and we were careful to treat the brand with the respect it deserves.”
The new designs were informed by employee interviews and a review of the company’s role in culture and the communities it serves.
The company is focused on a new objective: to make good food and everyday essentials affordable and accessible to all.
“Our new brand is a powerful symbol of unity and progress and reflects the bold choices we have made,” said Werna Oberholzer, Director Corporate Affairs and Sustainability, Tiger Brands.
“It draws on the legacy of the Tiger that has been integral to our company story over the last century and reimagines it for the future.”
“Just as our teams and partners unite, the geometric forms of our new logo fit tightly, reminding us that united, we are a collective force for good.”
The visual style of the redesign centres on being optimistic, including a “vivid colour palette, bold typography, and authentic photography.”
Weiss noted that employees have shown delight with the rebrand in their feedback, stating that it captures what they are doing and why they are doing it.
“Clarity of purpose can sometimes be lost as companies grow and become more complex,” said Weiss.
“The brand now supports the group’s business goals and operating model, helping to focus and prioritise effort.”
The company has seen massive profit improvements, with the group’s total earnings per share rising by 30% to 2,482 cents per share during the 2025 financial year.
The group’s total ordinary dividend payout reached R2.4 billion, while it also declared special dividends of R5.8 billion
The group also returned an extra R1.5 billion to shareholders via a share buyback programme.
Item20252024ChangeRevenueR34.4 billionR33.5 billion+2.7%Group operating incomeR3.8 billionR2.8 billion+35%EPS – Total operations2 482 cps1 914 cps (restated)+30%EPS – Continuing operations2 662 cps1 776 cps (restated)+50%HEPS – Total operations2 056 cps1 782 cps (restated)+15%HEPS – Continuing operations2 141 cps1 631 cps (restated)+31%Share buybacksR1.5 billion––Interim special dividend1 216 cps (R1.8 bn)––Dividend cover1.25×1.75×ReducedFinal ordinary dividend1 229 cps684 cps+79.7%Final special dividend2 710 cps (R4.0 bn)––Total ordinary dividend (FY25)1 644 cps (R2.4 bn)––Total special dividend (FY25)3 926 cps (R5.8 bn)––Tiger Brands Latest Results
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