go get em tiger
The beloved LA coffee shop was launching nationally with a ready-to-drink version of their fan-favorite sparkling tea. Our goal was to keep the authenticity, quality, and brand DNA intact while introducing a SoCal favorite to a wider audience.
The name is iconoclastically long, going against one of the classic tenets of good branding—shorter is better. However, we knew the name was our anthem, cheering people on before they do extraordinary things. We’re the thing you do before the thing you do, as the founder liked to say. “Our name is a cheer. Go out there, go forth, go do great things. Go get ‘em tiger.”
If we were going to embrace the name, the logo had to follow. We kept the spirit of the original mark but gave it a much-needed refresh—refining clunky letterforms and elevating the overall look so it felt intentional, not like a quick live-trace in Illustrator. With the refreshed mark, we built a packaging system that connects to the fun-loving energy of the brand.
Agency: Meaningful Works
Partner: Stephanie Kuga
Design Direction & Packaging: Savannah McAnally
Logo Design: Will Dove
Design: Lizzie Watkins
Photography: Tatijana Vasily