The Bold Flavor of Asia

Consumer Branding

Brand Management

Merchandising

Packaging Design

Tiger Beer is the iconic Asian brand of the Heineken Group, a symbol of boldness brewed in the heart of Southeast Asia. Managed out of Singapore and available in over 28 markets, the brand continues to expand globally while staying true to its local roots.

A longstanding partner of Heineken, Lonsdale has supported Tiger Beer for over a decade across product innovation, packaging design, limited editions, and global brand guardianship. Our role has evolved from executional support to a key strategic and creative partner within the Heineken network.

BRINGING LOCAL CULTURE TO LIFE THROUGH DESIGN

From Malaysia to Korea, we design with intent—balancing brand consistency with local relevance.

In Malaysia, we created a limited-edition series for the Tiger Street Food Festival, celebrating hawker culture through expressive, hand-drawn illustrations of three beloved dishes—spicy grilled fish, char kway teow, and lok lok. Each paired perfectly with Tiger’s bold lager, the pack built emotional connection by tapping into everyday cultural pride.

In Singapore, our design for Tiger Orchid Brew—a National Day limited edition—fused the brand’s bold identity with elegant, botanical storytelling. Inspired by the Vanda Miss Joaquim orchid, the design featured vibrant contrasts, delicate illustrations, and refined finishes to reflect the beer’s floral character and national significance.

Other editions include festive packs for Lunar and Khmer New Year, a UV-reactive “Roar Raw” bottle for Korea, and the Tiger Soju Lager rollout—each adapted with cultural insight, visual craft, and production know-how.

DESIGNING A GLOBAL TOOLKIT

We developed Tiger’s first global POSM and visibility catalogue, creating a cohesive experience across bars, restaurants, and retail. From beer towers and ice buckets to uniforms and chillers, every item reflects a bold, slanted design language inspired by the Tiger logotype—scalable across energetic markets like Vietnam and premium spaces in Singapore.

GUARDING THE BRAND, GLOBALLY

As creative custodians, we manage over 500 SKUs annually—adapting core and Crystal packaging across formats, languages, and regulatory systems. We support local teams with creative feedback, oversee mock-ups and artwork, and ensure production excellence at every stage.

DESIGNED TO ROAR

Tiger’s visual world is always evolving—but the brand’s boldness stays constant. From limited editions that celebrate culture to POSM that shapes environments, our design work helps Tiger stand out, stay relevant, and lead with pride—locally and globally.

Selected work

Ricard

Packaging

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

Ferrero

Architectural Design

Customer Journey

Workspace Design

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Packaging Design

Visual Identity

View case study

Maggi

Brand Strategy

Packaging Design

Visual Identity

View case study

Ricard

Packaging

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

Ferrero

Architectural Design

Customer Journey

Workspace Design

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Packaging Design

Visual Identity

View case study

Maggi

Brand Strategy

Packaging Design

Visual Identity

View case study

Ricard

Packaging

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

Ferrero

Architectural Design

Customer Journey

Workspace Design

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Packaging Design

Visual Identity

View case study

Maggi

Brand Strategy

Packaging Design

Visual Identity

View case study

Ricard

Packaging

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

Ferrero

Architectural Design

Customer Journey

Workspace Design

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Packaging Design

Visual Identity

View case study

Maggi

Brand Strategy

Packaging Design

Visual Identity

View case study

Ricard

Packaging

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

Ferrero

Architectural Design

Customer Journey

Workspace Design

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Packaging Design

Visual Identity

View case study

Maggi

Brand Strategy

Packaging Design

Visual Identity

View case study

Ricard

Packaging

Packaging Design

View case study
Renault

Architectural Design

Brand Strategy

Customer Journey

View case study
Ferrero

Architectural Design

Customer Journey

Workspace Design

View case study
PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study
Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study
Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study
Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study
MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study
Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Packaging Design

Visual Identity

View case study
Maggi

Brand Strategy

Packaging Design

Visual Identity

View case study
Ricard

Packaging

Packaging Design

View case study
Renault

Architectural Design

Brand Strategy

Customer Journey

View case study
Ferrero

Architectural Design

Customer Journey

Workspace Design

View case study
PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study
Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study
Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study
Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study
MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study
Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Packaging Design

Visual Identity

View case study
Maggi

Brand Strategy

Packaging Design

Visual Identity

View case study
Ricard

Packaging

Packaging Design

View case study
Renault

Architectural Design

Brand Strategy

Customer Journey

View case study
Ferrero

Architectural Design

Customer Journey

Workspace Design

View case study
PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study
Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study
Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study
Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study
MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study
Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Packaging Design

Visual Identity

View case study
Maggi

Brand Strategy

Packaging Design

Visual Identity

View case study
Ricard

Packaging

Packaging Design

View case study
Renault

Architectural Design

Brand Strategy

Customer Journey

View case study
Ferrero

Architectural Design

Customer Journey

Workspace Design

View case study
PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study
Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study
Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study
Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study
MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study
Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Packaging Design

Visual Identity

View case study
Maggi

Brand Strategy

Packaging Design

Visual Identity

View case study
Ricard

Packaging

Packaging Design

View case study
Renault

Architectural Design

Brand Strategy

Customer Journey

View case study
Ferrero

Architectural Design

Customer Journey

Workspace Design

View case study
PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study
Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study
Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study
Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study
MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study
Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Packaging Design

Visual Identity

View case study
Maggi

Brand Strategy

Packaging Design

Visual Identity

View case study