• Agency Bloom recently refreshed the UK soda brand Tango to maintain its youth appeal.
• Tango’s update is bolder, edgier, and more colorful thanks to a revised wordmark, graphics, packaging, and copy.

In the UK, Carlsberg Britvic’s soft drink brand Tango has historically targeted a more youthful audience. From sponsoring the Underage music festival to silly television ads, Tango’s strategy requires its brand identity to appeal to a younger audience.

Recently, Tango worked with the agency Bloom to refresh its brand to speak to the latest generation of young consumers, including Gen Z and Alpha. Bloom’s challenge was to maintain Tango’s boldness while appealing to the innately design-literate Gen Z and Alpha audiences.