Tiger's Milk

McCormick

Voice & Identity

    Sink your teeth into Tiger’s Milk nutrition bars and see how they came roaring back with a vengeance after we helped them reinvigorate the brand, voice, and website.

    Tiger’s Milk, despite its eyebrow-raising (and misleadingly non-Tiger-King-adjacent) name, is America’s Original Nutrition Bar. First created in the 1960s, it’s now a part of the McCormick family, and because of our creative partnership—and our peculiar set of skills—we were who McCormick turned to when they wanted this bombastic brand to have a new voice & online presence. It’s probably safe to say that everyone involved got more than they bargained for when a few weeks later we were emblazoning our Tiger’s Milk page designs with phrases like “you’re going to feel like you’re riding a majestic multi-layered steed into a clash with your cravings.” But every time we ratcheted up the playful, confrontational, and borderline ludicrous visual and tonal components of the piece our friends at McCormick only asked for more.

    In the end, when the dust settled, we had collaborated with McCormick to create a voice guide, page and shipping package designs, site copy, animations, and gripping visuals covered in exploding peanut butter and chocolate pieces. Viewers were enticed by the dynamic, parallax-driven depth we brought to every page, and each individual collage of ingredients blended seamlessly with the copy to evoke the feeling of Tiger’s Milk. More than a protein-powered nutrition bar, these are “like a superpower you insert directly into your face.” To get as-of-yet-untapped fans to try the bars for themselves, offers were positioned throughout the pages that challenged visitors to order a sample pack for free, requiring only that shipping was paid for. “Why’s it called Tiger’s Milk? Why don’t you keep your questions to yourself?”