Tiger Airways has appointed independent creative agency The Secret Little Agency as its brand agency in Asia Pacific after a closed door pitch.

“We aim to be the leading low-cost carrier in Asia Pacific that is focused on providing our customers with a seamless experience from the point of booking to when they return from their travels,” said Alexander Knigge, chief commercial officer, Tiger Airways.

“A renewed brand identity will enable us to build greater affinity with the communities that we serve, and to deliver a Tiger experience that our customers will appreciate.”

TSLA’s design practice will lead the re-branding exercise and will work closely with the carrier to audit, assess and develop an evolved brand footprint and strategy across the group.

Chiewling Tan, group director of operations, TSLA, said: “There is this new energy pulsating through the organisation which really excites us.

“Growing a Singapore brand like Tiger Airways to realise their fullest potential to outplay and disrupt the cluttered low-cost carrier space is a brief that is entirely up our alley.”

The first phase of the renewed brand is expected to be unveiled in the first half of this year.

Tiger Airways and its partner airlines operate a fleet of 41 Airbus A430 aircraft with an average age of under three years.

In 2012, Tiger acquired stakes in Mandala in Indonesia and SEAir in the Philippines, to grow its paw print to over 50 destinations across 13 countries in the Asia Pacific region.

The airline recently extended its network to cover Bali, Colombo, Padang, Pekanbaru and Phnom Penh.