Tango

Tango Bites offers consumers a smaller, more “shareable” version of Tango’s classic wafer products served in a convenient, bite-size format.

Challenge

Operating in an extremely competitive sweet snacking space, Tango Bites decided to introduce a new “pouch” format of its popular product to address consumers’ need for a more convenient, multi-use pack that is easily shareable with family and friends.

The design of this new format needed to compete effectively with newer, more contemporary brands that identify better with moms and kids alike. Given the strides that food packaging design has taken since Tango Bites was initially launched in the market, our goal was to modernize its overall design by focusing on elements that more effectively showcase taste, texture, and flavor to better appeal to existing and new consumers.

Outcome

The creation of a new, more convenient packaging format for Tango Bites that centers on vivid design features and solid eye-tracking elements which stack-up well against international and domestic brands at-shelf.

We focused on photography style and staging that more clearly conveys the quality ingredients and “deliciousness” of Tango Bites whilst integrating key visual cues of the more familiar Tango master brand.