Conran Design Mumbai, part of The Havas Brand and Design Network- Conran Design India, has executed the rebranding effort of Adani Capital and Adani Housing Finance to Tyger Capital and Tyger Home Finance, respectively.
The rebranding development follows Bain Capital’s acquisition of Adani Group’s stake in Adani Capital and Adani Housing Finance.
That being said, as part of the rebranding mandate, Conran Design Mumbai was responsible for brand strategy, naming, brand identity creation and activation across all touchpoints, highlighting customer-centricity, agility, and digital capabilities.
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The newly introduced NBFC brands, Tyger Capital and Tyger Home Finance, target an underserved Tier II to Tier V audiences of budding entrepreneurs and first-time homeowners who seek credible, quick, and hassle-free loan approvals.
With the brand’s promise anchored on flexibility, speed, and transparency along with the core belief in providing a platform for customers to fulfil their dreams, the new brand name- ‘Tyger Capital and Tyger Home Finance’ embodies the same attributes in a ‘bold’ fashion and captures the essence of speed, motion and protection, supported by a valiant spirit represented through ‘Dynamic Green’ and ‘Trustworthy Blue’ colours. The deliberate articulation in the ‘R’ of Tyger’s logo nods to the financial sector with a rupee symbol, while the two horizontal lines and forward arrow in the visual mark convey speed and agility.
Furthermore, the logo shape also creates a striking visual world, featuring devices like ‘The Window’ which provides a glimpse into the world of Tyger, and ‘The Spotlight’ which highlights entrepreneurial stories supported by Tyger.
Reflecting on the rebranding process, Gaurav Gupta, Founder, CEO and MD, Tyger Capital, said, “Conran Design Mumbai approached the rebrand of Tyger Capital and Home Finance with bold thinking and agility, embodying a true ‘one team’ spirit. This collaborative effort has resulted in a new brand purpose that transcends mere transactions, powerfully reflected in the name and identity. The rebranding initiative has successfully carved out a distinctive position for Tyger Capital and Home Finance within the industry.”
To this, Geet Nazir, Managing Director, Conran Design Mumbai, added, “Conran Design Mumbai is proud to have partnered in the creation of the Tyger brand. It is rewarding to see the role design can play in bringing a larger vision of financial inclusion to life. Working alongside Gaurav and his wonderful team, who trusted us to realize their ambition to uplift and empower the nation, has been an incredible journey.”
Link to the launch film:
