Wildlore Tiger Balm
Re-Brand & Packaging
Digital Design
Packaging
Illustration
Visual Identity
Tiger balm was originally formulated in the late 1860s by a Chinese herbalist His sons took over the popular family formula years later, and rebranded the ointment as Tiger Balm. Renaming the ointment after their brother Aw Boon Haw, which means “Gentle Tiger”.
As it offers relief of muscular and joint aches and pains, arthritis pain, rheumatism pain backaches, is a mild decongestant, cough suppressant, and expectorant.
This project is a fictional collaboration between the women’s health brand Wildlore and Tiger Balm.
I sought out to bring Tiger Balm into the ever-changing, growing and highly competitive women’s beauty/health sector. Niching down, and targeting women (18-35) to increase favourability over new trending rubbing balms or ointments.
I especially wanted to increase accessibility for the product use, changing the tub of balm into a tub for an ‘easy to squeeze’ application, whilst also allowing for a child-safe lid lock.
The Wildlore branding is based on beautiful photography, soft hues, high-quality textures and abstract illustrations. Pretty much what I would buy myself.
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I began with the illustrations. They were part of an experimental design from a few years ago that I never applied to anything.
As I was in R&D I came across photography of Tiger Balm and decided to create a new Women’s Health brand that would collaborate and refresh Tiger Balm.
Through adding embossing, tactile paper textures and rich colours, I wanted to show that this product is carefully considered, high-quality and targeted towards a feminine crowd - although this can be used by anyone. Continuing the branding I added secondary elements based on the ingredients, creating patterns for the box. If I was to expand the branding design I would continue the style of the hand-drawn organically flawed look.
Creating the website mockup in Adobe XD, I added in CTAs to each separate category of Tiger Balm, a subscription option and feminine form photography.
