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Tiger Cub

Branding a Chinese investment fund

Cross Cultural Identity

Beijing-based Tiger Cub Funds provide management expertise, stock market investments and capital services for private enterprises. It supports SMEs primarily in the food, medicare, education and logistics sectors. Tiger Cub Funds operate globally with its partner UBS.

Typical of Yang Rutherford's work in China, the brand identity is firmly cross-cultural – appealing to both Chinese and overseas investors. The hand drawn tiger cub may appear Asian in origin, but is formed from a single embellishment of the type found on international currencies, bonds or other financial agreements. While the identity is fresh, young and energetic, it also deliberately has the feel of an established financial institution.

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Hong Kong

13F Fung Lok Commercial Building
163 Wing Lok Street
Sheung Wan
Hong Kong
Tel +852 2850 6262
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London

25 Chelsham Road
London SW4 6NR
United Kingdom
Tel +44 207 622 5788
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