Blue Marlin creates ‘in your face’ redesign for Tango

London-based Blue Marlin was charged with retaining Tango’s unique personality in the pack, while targeting the brand’s core market of 17- to 25-year-old males.

The design agency fulfilled this brief by setting graffiti-style images of fruit against a black and white background. Lively lines of copy have been added to describe the different flavours and emphasise the brand’s cheeky image.

“Tango’s personality needed to be brought to life again so we have really mashed up the packaging to bring out its innate Tangoness and put its personality back where it belongs: in your face,” said Blue Marlin’s executive creative director Martin Grimer.

Tango’s senior brand manager Sally Symes agreed that the new pack was “a modern and fresh expression of the Tango brand proposition”.

“The design is a significant change, will prompt reappraisal, but is also very recognisable as Tango, which is vital.”

The new design will feature on each Tango pack variant from 330ml cans to two-litre bottles.

The redesign follows a limited edition run of Tango cans that were printed upside down, which the company launched in response to a challenge set by social networking site Bragster.com.

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