In 2014, Tuber embarked on a rebranding exercise to play up the company’s ability to meld the two disciplines of editorial and design, while emphasising the artisanal quality of our work. The distinctive Tuber logo was updated to convey a modern, clean look. The roots were retained to represent the ability to “grow good work” and to deliver work with depth. To balance the “T”, a base was added. Is it a pot or a shovel? That’s open for interpretation and conversation with clients. The key message is that we are down to earth and rooted.
The new namecard, which comes folded, is a conversational piece. On the outside, the corporate look is reassuring but once opened up, the neon Pantone pink within reveals the quirkier aspect of Tuber.
The rebranding effort was recognised by the Singapore Design Business Chamber. Based on the rebranding and our portfolio, Tuber was named one of Asia’s Top Design Practices 2015.