From Fierce to Friendly: The Story of “Strength and Love” Behind the Tiger Logo

Hello from the TIGER MAGAZINE editorial team.

On cold mornings, standing in the kitchen, filling my partner—the Electric Kettle—with water and pressing the switch… that moment is my little ritual to turn on my personal “motivation switch” for the day. Just the other day, I happened to lock eyes with “that mark” on the side of the kettle. You know the one—the Tiger mark with those gentle, round eyes. “I’m counting on you again today,” I muttered to myself.

However, I recently read through a thick volume of our corporate history in the office archives and was completely shocked. Today, I’d like to share a secret with you about the “unexpected past” of the Tiger logo.

Shocking! The Founder’s Obsession Down to a Single Whisker

We are all familiar with today’s Tiger logo. Facing slightly to the side, looking kind—it has an adorableness that almost makes you want to pat its head.

But please, take a look at the very first logo from the time of our founding (in the Taisho era, early 1900s!).

…Intimidating, right?! A cute “roar” wouldn’t cut it here. This is the kind of intensity that screams “Game Over” if you encountered it in a jungle.

Actually, this logo was created with that exact intensity in mind. According to records, our founder, Takenori Kikuchi, instructed that it be drawn “as realistically as possible, paying attention to even a single whisker.” If today’s logo is a “gentle dad on his day off,” the original was undoubtedly a “samurai surviving a battlefield.” Why was it necessary to make it look so “tough”?

Chosen as the “Strongest Animal” Because They Were “Fragile”

Let’s turn the clock back 100 years. In the early days of the vacuum bottle industry, glass liners were the norm, and they had a reputation for being fragile. To counter this image, many companies used names of strong animals for their brands.

“My precious bottle broke.” We didn’t want to hear such sad voices. Therefore, to convey the message that Tiger products possess the strength of the “King of the Earth”—the tiger, known to run a thousand miles—and are built to last, that fierce-looking tiger mark was adopted. It represented a powerful resolve.

The reasons why founder Takenori Kikuchi chose the “Tiger” as the trademark were:

The tiger was known as a strong animal native to Asia.

To never forget his gratitude to his late father, he chose the animal corresponding to his father’s birth year, the Year of the Tiger (1854).

As sales of Tiger Vacuum Bottles progressed, the general public perception that vacuum bottles “break easily” or “rust quickly” began to change little by little.

From “Strength” to “Familiarity”: The Heartfelt Story Behind the Makeover

As vacuum bottles became widespread in general households and women became our main customers, a certain issue arose. We started hearing voices saying, “That realistic tiger mark… isn’t it a bit scary?”

Surveys revealed the hard truth: “A tiger mark designed to show strength is not preferred by women” (tears). By then, our quality was already stable and proven. We no longer needed a “tough face” (kowamote) to prove our durability.

From there, discussions about changing the logo began. However, it was a heated debate within the company, with many lamenting, “How can we change the mark the founder poured his soul into completing?!”

Nevertheless, with the thought, “We want to be closer to our customers’ lives,” the decision to renew was made with heavy hearts. In 1983, marking our 60th anniversary, the logo was reborn into the friendly face we know today.

What Face Does Your Tiger Have?

Even within today’s cute mark, the DNA of the era when it “dared to make a scary face to prove its strength” is hidden.

Keeping the coffee in your bottle hot until evening on a cold winter day. Cooking rice in the rice cooker until it’s fluffy and delicious.

To protect such simple, everyday happiness, that little Tiger is working hard in your kitchen today, smiling, while harboring the founder’s soul in its heart.

When you go home today, please take a look at the Tiger products in your kitchen. “You know, your ancestor was actually a super tough-looking guy who insisted on every single whisker.” Looking at them with that thought might make your usual appliances look a little more lovable.

Well then, please enjoy a warm meal and have a wonderful day!