The idea was to take the same solar energy used to brew the beer and use it to create its advertising. From a design perspective, the idea was brought to life using pyrography, the art of burning wood using the sun’s rays.

To bring communicate the message and bring the idea to life, we collaborated with local artist Swell. Using the sun and a magnifying glass, the artist burned each design on wooden boards. Designed for and exhibited in Tiger’s very own bar, the Tiger Tavern, each informed drinkers that their favourite beer, just like its ads, is made using solar energy.

As the designs were hung on the Tiger Tavern, each and every person who took the Tiger Factory Tour was exposed to the pieces. The brief was to communicate the message that Tiger Beer was now brewed using solar energy, and on this account, customers at the Tiger Tavern made the connection based on our pyrography pieces.