Tango rebrand embraces the vibrancy and playfulness of younger generations

The British soft-drink brand is known for its bold flavour and personality. Tango partnered with London-based creative agency Bloom to create a refreshed identity that connects with gen Z and alpha.

The rebrand premiered with Tango’s zero-sugar limited-edition ‘Thirst Trap’ drinks earlier this year. The full rebrand is now set to be rolled out from March 2026, marking changes in typography, colour scheme and photography.

Tango captures a mischievous tone using highly saturated colours, bursting elements and off-kilter product staging angles. The updated colour palette of bold reds, oranges and greens, alongside confident lifestyle photography, helps leverage an energetic and spontaneous feel.

The marque and typography were redesigned to be fun and fresh. A hidden pip in the ‘a’ nod to its fruity flavour, while the visualised ‘tsst’ on the ‘g’ evokes the refreshing sensation of opening a can or bottle.

To better connect with gen Z and alpha audiences, Bloom was challenged to cater to the innately design-literate demographic with rich visual language while retaining the bold messaging Tango embodies. From what they eat, drink, wear and share, Tango and Bloom were conscious of the increasingly spirited culture of younger generations who know exactly what they want.

“The redesign is driven by the overlapping of digital and physical spaces where these generations exist, and the glitches that occur between them – disruptive signals, explosions, gritty moments that drive tension,” says Stuart Witter, associate creative director at Bloom.