Revitalization of a retail phenomenon
Flying Tiger Copenhagen
Getting the global retailer back on brand track
The challenge
Flying Tiger became a global retail brand by selling fun everyday items and quirky throwaway things at a cheap price. In a time calling for sustainability and responsibility,
Flying Tiger was at risk of losing relevance while its strategy, identity, and products were spread too thin – both overall and across markets
The solution
Fireball created focus and relevance for Flying Tiger Copenhagen with the Brand Promise ‘A richer life doesn’t cost a fortune – at least not at Flying Tiger Copenhagen’.
The new promise served as the basis for updating, among other things, the product strategy, design DNA, and campaign concept, while the visual identity was revitalized to create both consistency and greater impact across markets and platforms.
