Maspex has elevated Tiger’s iconic identity into a bolder, more premium expression across its entire energy drink range. From classic formulas to sugar-free variants and the high-caffeine MAX line, Tiger’s entire portfolio now expresses its identity through an even more distinctive and cohesive visual language.
At the heart of the redesign is a dynamic 360° tiger-inspired pattern that flows seamlessly across every variant, creating a bold visual signature that unifies the portfolio while reinforcing Tiger’s distinctive brand identity. A clear color-coded system adds effortless navigation across the range and CANPACK’s Shimmer effect and Supertactile finish add a further layer of distinction, giving the range both visual depth and a premium feel in hand.
ONE BRAND WORLD, BUILT TO BE FELT
Speed is in Tiger’s DNA: constant new flavors, limited editions, a portfolio that never sits still.
This redesign channels that energy into an even more premium brand world, where every variant carries the same distinctive visual language and intuitive flavor coding system, creating a sensory-driven presence that feels premium, confident and instantly recognizable.
TWO EFFECTS, ONE SHARED AMBITION
CANPACK’s Shimmer effect catches the light differently depending on the angle, giving the surface a subtle sense of movement. The Supertactile finish adds a second dimension entirely: a textured, premium touch that consumers notice the instant they hold it in their hand.
Delivering that same standard across an entire portfolio, rather than a single flagship can, called for close, precise execution at every stage of production. Applied across different variants, Shimmer and Supertactile effects, each bring additional depth and dimension to the design, reinforcing Tiger’s bold personality and strengthening its increasingly premium positioning.
COMBINING BRAND VISION WITH EXECUTION
Together, Maspex and CANPACK show what a portfolio-wide redesign can achieve when strategy and execution move in step – proof that finishing technology can push a can beyond its function, into something that actively shapes how consumers experience a brand.
“What makes this project particularly interesting is the scale,” said Aleksandra Kucharska, Market Manager at CANPACK. “The ambition wasn’t to elevate a single SKU, but to create a consistent premium experience across the entire Tiger portfolio. By combining a distinctive visual system with Shimmer and Supertactile effects, we helped bring greater depth, recognition and sensory appeal to every variant, while preserving the strong brand equity Tiger has built over the years.”
“Tiger has long been one of the most recognizable energy drink brands in the region,” said Monika Koziarz, Junior Brand Manager at Maspex. “This redesign was about building on that foundation – creating a stronger, more cohesive brand world that reflects the energy, dynamism and premium aspirations of today’s portfolio. Working with CANPACK, we brought that vision to life across every variant, without losing what makes Tiger, Tiger.”
From a fast-moving portfolio to an even more premium brand world, Tiger’s redesign is a reminder that packaging isn’t just where a brand shows up, it’s where a brand comes to life.
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