New Tango identity causes disruption

A disruptive new identity for a disruptive soft drink.

Tango has always followed its own path. Uninhibited attitude, gritty humour, tangy spirit, tangier flavour. We had to keep Tango leading from the front without becoming a brand that tries too hard.

The new identity mirrors what this chronically online generation watch, wear and share.

In a space where digital and physical collide, disruption had to be treated as behaviour, not decoration.

We retained Tango's irreverence and built a richer, culturally fluent visual language. One that understands hierarchy and irony as intuitively as its audience does. Not mimicking culture. Contributing to it.

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Creative Boom

DIELINE

Creative Bloq

World Brand Design Society

Transform Magazine