Tiger Woods is rebranding his Jupiter restaurant as part of a push to create a centralized brand around the golfer’s business ventures.
Under the shift, The Woods Jupiter in Habourside Place will get a new logo, but will keep its name.
A centralized, parent brand called TGR (pronounced ‘T-G-R’) was launched to “unify” Woods’ current and future business ventures.
“Since spring 2015, Tiger has been developing TGR, a brand that will unite and strengthen his current businesses and future endeavors,” according to a press release announcing the effort. “Led by Tiger’s vision and inspired by his commitment to excellence on and off the golf course, TGR reflects the mindset, method, and mastery that have remained constant throughout his lifelong pursuit of excellence.”
The Woods opened in Aug. 2015.
“I’m thrilled with the success we’ve enjoyed in our first year,” Tiger Woods said in a prepared statement announcing the new parent brand. “TGR is a great reflection of what we do at The Woods – provide a premium experience that’s also fun and relaxed. I’m proud of the staff and what they’ve done in this first year, and I’m happy the local community has enjoyed it so much.”