Maspex is taking Tiger into a new phase with a comprehensive packaging redesign, giving the energy drink brand a more refined and premium presence across its full portfolio.
The updated identity covers the classic range, sugar-free products and the high-caffeine MAX collection. Each SKU now follows a consistent visual system created to increase shelf visibility, improve recognition and make every can more engaging to hold. The approach reflects wider food and beverage industry trends, in which distinctive packaging plays a central role in brand differentiation.
A dynamic, 360° pattern inspired by the tiger forms the foundation of the redesign. The continuous, energetic graphic flows around each can, creating a strong signature across the range. At the same time, colour coding helps shoppers quickly distinguish between flavours and functional options. Maspex describes the concept as a “one brand world, built to be felt” — a focused expression of Tiger’s energetic character, product variety and ongoing food and drink industry innovation.
Canpack’s advanced finishing solutions add further dimension to the new cans. The Shimmer effect creates a subtle sense of movement as the surface reflects light from different angles, while the Supertactile finish introduces a texture that consumers can immediately feel. Applying both effects throughout the portfolio, rather than reserving them for one flagship product, required careful control across the manufacturing process. The finished range delivers stronger visual depth, differentiation and sensory appeal—qualities increasingly important in food and drink packaging and food processing technology.
Aleksandra Kucharska, market manager at Canpack, said the ambition behind the project set it apart: “The goal wasn’t to elevate one 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.”
For Maspex, the new packaging reinforces Tiger’s established market position while moving the brand towards a more assured premium proposition. The strategy responds to evolving food and drink consumer trends, as well as broader developments in food and drink marketing, where cohesive brand worlds and tactile experiences can influence purchasing decisions.
“Tiger has long been one of the most recognisable energy drink brands in the region,” said Monika Koziarz, junior brand manager at Maspex. “This redesign was about 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.”
