The University of Melbourne
Project By: Jacqueline Widodo, Sheren Winarta, Vi Nguyen, Anh Pham
Tiger Balm was first created in the 19th century by Chinese herbalist Aw Chu Kin and later commercialized by his sons. With over 100 years of heritage, it has become a trusted remedy across Asia for everyday discomforts such as headaches, muscle pain, and congestion.
Yet, despite its strong reputation among older generations, Tiger Balm struggles to resonate with younger audiences. For many, it remains relatively unknown or is perceived as old-fashioned and irrelevant to modern lifestyles.
Our project set out to bridge this gap, to reimagine Tiger Balm as a brand that speaks to today’s generation without losing the authenticity of its legacy. We approached the challenge not by changing the product itself, but by transforming how it looks, feels, and tells its story.
At the heart of our packaging design lies the idea of reviving Tiger Balm through the language of play. We took inspiration from comic books, martial arts culture, and pop graphics visual worlds that thrive on energy, immediacy, and fun. By reframing Tiger Balm as a bold, comic-style hero, we invite younger consumers to see it less as an “old remedy” and more as a quick, powerful sidekick against everyday aches.
The solution was to move away from the traditional glass jar and gold-embossed aesthetic into a sleek, sunstick-inspired format compact, portable, and instantly relatable to a younger demographic accustomed to skincare sticks and on-the-go solutions. We chose metal packaging, as Tiger Balm’s powerful formula is too potent for plastic, ensuring the product remains as strong and authentic as its heritage. The design emphasizes ease of use and modern functionality, while still honoring the heritage with subtle nods.
Visually, the packaging explodes with comic-book energy. Each variant becomes a “move” in the Tiger’s arsenal: cooling, heating, or soothing effects transformed into comic sound effects like BRRR, BURN, and ZAP The tiger mascot takes on a dynamic kung fu persona, striking across the label with bold movement, embodying Tiger Balm’s heritage of martial strength and healing power. The typography mirrors this attitude: loud, punchy, and stretched to echo the drama of comic book covers.
By using a playful system of color and motion, the new design communicates effectiveness without needing long explanations. Consumers can immediately grasp which version offers cooling, heating, or gentle relief simply through its bold visual cues. The color palette vibrant, high contrast, and unapologetically modern ensures shelf presence that demands attention, even in cluttered retail spaces.
In short, our solution transforms Tiger Balm from a relic of medicine cabinets into a pop-cultural character: a product that doesn’t just relieve pain, but fights it with a wink, a roar, and a comic punch.
