Today, I caught up with Bloom’s Stuart Witter: Associate Creative Director and Reece Shannon: Midweight Designer, to discuss their recent work for Tango.
What was the brief for the limited editions?
Britvic wanted engage young consumers with a rotating series of annual Tango limited editions. Next to safe, global soft drinks like Fanta, 7Up and Pepsi, Tango is refreshingly UK-only. It’s always had attitude. So the designs needed to double down on the brand’s unique take on drinks and life.
But the brand needed to work harder to engage younger generations. We needed to amp bold flavours and make other drinks look dull. And we needed to connect to contemporary culture, driving talkability and creating anticipation for every release.
How did the initial brainstorming phase go?
We wanted to create a can that dialled up energy, impact and presence, striking a balance between recognition and disruption.
Our strategy was to diverge from Tango’s iconic black fruit-driven identity. Instead, we tapped into street subcultures like graffiti, gamer graphics, urban sports and apparel. For taste cues we borrowed gnarly fruit skin textures and colours.
Catchy flavour names would play an important part. Berry Peachy kicked things off in 2022, followed by Paradise Punch and more recently Tango Mango.
Did you learn anything new during the project?
We learned that design can promise both mouthwatering taste and cultural relevance. This approach gave packs and identity richness and layers, and the brand new meaning and dimension.
For example, the Paradise Punch edition drew simultaneously from neon light parties, tropical islands, music graphics and the landscape of Jamaica.
What was the biggest challenge? How did you overcome it?
Working with a restrictive colour palette for can printing. We found ways around it – we used the substrate silver and the green in the GDAs as an additional colour.
What kit/tools/software were used to create it?
We went back to pen and paper – we wanted that handcrafted, freestyle look.
Digital tools were our allies, too, especially for creating repeating patterns.
What details are you most proud of and why?
Our approach to the Mango ‘Tang’. Instead of Tango’s typical depiction of whole fruit, we sliced it right open, revealing lots of juicy texture. Tango always has a fresh perspective on things – fruit included. It’s a refreshing take for Tango, playing into its rebellious vibe.
What visual influences fuelled your solution?
The world of colourful modern street style. From custom streetwear, sneakers and hats to repeated printed boilersuits and dungarees.
We were drawn to the individuality and creative expression they embody.
What do you hope it achieves for the brand?
An ongoing series of Tango Editions, with a fame-building identity and style. Every release should throw a positive light back onto the masterbrand – fresh, raw and bursting with British cheek.
What would you do differently if you could do it over again?
Release more than just the can. Limited editions are everywhere. To stand out brands need to go beyond packaging. They need to amplify every release with merch, comms and content. It means taking more risks and spending more money. But it’s worth it to make noise, create desire and shift product.
With every year Tango needs to push more boundaries to keep people’s attention.
Barney Ware June 11th, in the afternoon
Love it!