{"id":846171,"date":"2025-12-11T14:30:00","date_gmt":"2025-12-11T12:30:00","guid":{"rendered":"https:\/\/businesstech.co.za\/news\/?p=846171"},"modified":"2025-12-11T13:50:09","modified_gmt":"2025-12-11T11:50:09","slug":"end-of-an-era-for-iconic-brand-in-south-africa","status":"publish","type":"post","link":"https:\/\/businesstech.co.za\/news\/business\/846171\/end-of-an-era-for-iconic-brand-in-south-africa\/","title":{"rendered":"End of an era for iconic brand in South Africa"},"content":{"rendered":"\n

Tiger Brands has undergone a major rebranding effort, as the company seeks to refresh its corporate identity. <\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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. <\/p>\n\n\n\n

\u201cThe refresh reflects our commitment to contribute to a healthier, more resilient Southern Africa by bringing affordable, quality foods and essentials to everyone,\u201d it said. <\/p>\n\n\n\n

\u201cAt Tiger Brands, we hold a fundamental belief: that everyone should have access to good food and quality essentials.\u201d  <\/p>\n\n\n\n

Management is attempting to increase its market share and realign its segments, particularly in the personal care category, as per its refresh. <\/p>\n\n\n\n

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.<\/p>\n\n\n\n

The group recognised that work still needs to be done to address the issues that many households continue to face. <\/p>\n\n\n\n

A look at the changes<\/h2>\n\n\n
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Above Image Source: Design Bridge and Partners. Headline Image Source: Reuters<\/figcaption><\/figure><\/div>\n\n\n

Design Bridge and Partners was hired to create the new corporate identity for Tiger Brands. <\/p>\n\n\n\n

\u201cTiger Brands is iconic, with a significant history,\u201d said Mathew Weiss, Managing Director, Design Bridge and Partners.\u201d <\/p>\n\n\n\n

\u201cIt 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.\u201d <\/p>\n\n\n\n

The new designs were informed by employee interviews and a review of the company\u2019s role in culture and the communities it serves. <\/p>\n\n\n\n

The company is focused on a new objective: to make good food and everyday essentials affordable and accessible to all.<\/p>\n\n\n\n

\u201cOur new brand is a powerful symbol of unity and progress and reflects the bold choices we have made,\u201d said Werna Oberholzer, Director Corporate Affairs and Sustainability, Tiger Brands.<\/p>\n\n\n\n

\u201cIt 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.\u201d <\/p>\n\n\n\n

\u201cJust 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.\u201d <\/p>\n\n\n\n

The visual style of the redesign centres on being optimistic, including a \u201cvivid colour palette, bold typography, and authentic photography.\u201d <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

\u201cClarity of purpose can sometimes be lost as companies grow and become more complex,\u201d said Weiss.  <\/p>\n\n\n\n

\u201cThe brand now supports the group\u2019s business goals and operating model, helping to focus and prioritise effort.\u201d  <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

The group’s total ordinary dividend payout reached R2.4 billion, while it also declared special dividends of R5.8 billion<\/p>\n\n\n\n

The group also returned an extra R1.5 billion to shareholders via a share buyback programme. <\/p>\n\n\n\n

Item<\/th>2025<\/th>2024<\/th>Change<\/th><\/tr><\/thead>
Revenue<\/strong><\/td>R34.4 billion<\/td>R33.5 billion<\/td>+2.7%<\/td><\/tr>
Group operating income<\/strong><\/td>R3.8 billion<\/td>R2.8 billion<\/td>+35%<\/td><\/tr>
EPS \u2013 Total operations<\/strong><\/td>2 482 cps<\/td>1 914 cps (restated)<\/td>+30%<\/td><\/tr>
EPS \u2013 Continuing operations<\/strong><\/td>2 662 cps<\/td>1 776 cps (restated)<\/td>+50%<\/td><\/tr>
HEPS \u2013 Total operations<\/strong><\/td>2 056 cps<\/td>1 782 cps (restated)<\/td>+15%<\/td><\/tr>
HEPS \u2013 Continuing operations<\/strong><\/td>2 141 cps<\/td>1 631 cps (restated)<\/td>+31%<\/td><\/tr>
Share buybacks<\/strong><\/td>R1.5 billion<\/td>\u2013<\/td>\u2013<\/td><\/tr>
Interim special dividend<\/strong><\/td>1 216 cps (R1.8 bn)<\/td>\u2013<\/td>\u2013<\/td><\/tr>
Dividend cover<\/strong><\/td>1.25\u00d7<\/td>1.75\u00d7<\/td>Reduced<\/td><\/tr>
Final ordinary dividend<\/strong><\/td>1 229 cps<\/td>684 cps<\/td>+79.7%<\/td><\/tr>
Final special dividend<\/strong><\/td>2 710 cps (R4.0 bn)<\/td>\u2013<\/td>\u2013<\/td><\/tr>
Total ordinary dividend (FY25)<\/strong><\/td>1 644 cps (R2.4 bn)<\/td>\u2013<\/td>\u2013<\/td><\/tr>
Total special dividend (FY25)<\/strong><\/td>3 926 cps (R5.8 bn)<\/td>\u2013<\/td>\u2013<\/td><\/tr><\/tbody><\/table><\/div>
Tiger Brands Latest Results<\/figcaption><\/figure>\n\n\n\n
\n","protected":false},"excerpt":{"rendered":"

Tiger Brands has undergone a major brand refresh, as the group’s turnaround has started delivering billions in returns for shareholders. <\/p>\n","protected":false},"author":95,"featured_media":846174,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9872],"tags":[24378,11629],"class_list":["post-846171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-design-bridge-and-partners","tag-tiger-brands"],"_links":{"self":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/846171","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/users\/95"}],"replies":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/comments?post=846171"}],"version-history":[{"count":3,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/846171\/revisions"}],"predecessor-version":[{"id":846178,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/846171\/revisions\/846178"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media\/846174"}],"wp:attachment":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media?parent=846171"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/categories?post=846171"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/tags?post=846171"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}