South Africa, Dec. 11 -- Twenty-five years after changing its name from Tiger Oats to Tiger Brands, the refresh reflects the organisation's commitment to building a more resilient society in the markets within which it operates.

Mathew Weiss, managing director, Design Bridge and Partners comments, "Tiger Brands is iconic, with a significant history. 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.

Informed by employee interviews and a review of the company's role in culture and communities, we defined a clear objective for the organisation: to make good food and everyday essentials affordable and accessible to all.

The refreshed purpose - To cultiva...