Co-written with Louise Sinnaduray.

Tiger Beer has been one of 2011’s most enjoyable and exciting projects for our design team due to the open brief, easy-going client relationship and creative license we were given. Federation Media has submitted a nomination to the Kentico Web Awards and been accepted into the “Other” category (cementing it in the “alternative” category it was always intended for). 

The Design

"...one of 2011’s most enjoyable and exciting projects for our design team..."

The Tiger beer website was designed to become a hub for young professionals and the creative community to share and source creative work. Positioned as a highly aspirational brand, for alternative young, brand-conscious consumers, the website needed to be a little bit different, and on the cutting edge, without scaring consumers or veering too far away from the accepted norms for a website, what we came up with is essentially a “page-less” core structure, which uses a filtering mechanic to re-organise content depending on what a user wants to read. With the rich, design-centred, interesting content the brand has, we designed a seamless framework which suits the brand values and also the user perfectly, while still being intuitive and easy to use. 

The biggest challenge for the site was its positioning; to be an inspirational site, follow emerging trends and have individual style, whilst ensuring some level of moderation over the content in order to maintain their brand values. The tone conveys the sense that Tiger is at the heart of the cutting edge of all that it does, and is assisting artists/musicians to collaborate and express themselves creatively – pushing the boundaries of a corporate brand image.

The Tiger Beer website was built using the recently released Kentico v6, based on the default portal website build. The user and content management features of Kentico, particularly combined with the community webparts, enable it to cope with the various levels of user management, workflow, versioning and notifications required by the client.

Since the launch of the new site almost all key metrics has seen a great improvement. Tiger’s interaction with its core community has greatly improved. In the most recent campaign, visitors were asked for vote on T-shirt designs as submitted but the public. There were over 5,000 votes received and traffic increased by 190% during this period. 

On Facebook, Tiger’s fans have increase 60% month on month. Tiger’s database has also increase by 63% between September and November 2011.