Harimau is a new Malaysian Food Truck based in Perth. The Malaysian Tiger also goes by the nickname Pak Belang (Uncle Stripes), particularly in folklore. Having some part of the brand name relative to animals (especially Tigers) who are in danger of becoming extinct, is important for the brand values, since the company promises to donate 10% of all profits to APE organisation. It also fits with the main brand archetype of “Caregiver” as it’s a nurturing and giving business, both for the customer and for the animals in need in Malaysia.