Conran Design Mumbai has executed the rebranding effort of Adani Capital and Adani Housing Finance to Tiger Capital and Tiger Home Finance. The rebranding follows Bain Capital’s acquisition of Adani Group’s stake in Adani Capital and Adani Housing Finance.
As a part of the rebranding mandate, Conran Design Mumbai was responsible for brand strategy, naming, brand identity creation and activation across all touchpoints. Conran Design Mumbai’s mandate was to come up with a new brand that highlighted customer-centricity, agility, and digital capabilities.
The newly introduced NBFC brand, Tyger Capital/Home Finance is designed to serve an underserved audience in Tier 2 to Tier 5 cities, focusing on budding entrepreneurs and first-time homeowners seeking reliable, fast and hassle-free loan approvals. The brand’s promise centres on flexibility, speed and transparency, aiming to empower customers to achieve their dreams.
The brand name, ‘Tyger Capital/Home Finance’ embodies these attributes with the brand identity capturing the essence of speed, motion and protection. The green and blue colours symbolise a valiant spirit, while the logo’s design subtly references the financial sector with an ‘R’ shaped like a rupee symbol. The two horizontal lines and the forward arrow within the logo convey speed and agility. The logo shape introduces distinct visual elements such as ‘The Window’, offering a view into the world of Tyger, and ‘The Spotlight’ which highlights entrepreneurial stories supported by Tyger.
The rebranding initiative also included the creation of a suite of well-designed templates, a launch film, and robust brand guidelines to ensure consistency and brand amplification.
Reflecting on the rebranding process, Gaurav Gupta – Founder, CEO & 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.”
Geet Nazir, Managing Director, Conran Design Mumbai said, “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 realise their ambition to uplift and empower the nation, has been an incredible journey.”
