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    In developing the strategy for Tang we found college kids to be a perfect fit for the brand, with a wide gap in the marketplace. Finding the prop… Read More
    In developing the strategy for Tang we found college kids to be a perfect fit for the brand, with a wide gap in the marketplace. Finding the proper tone, touchpoints, and message were imperative to bringing Tang back to popularity. By taking advantage of its powder form and 26+ flavors, we encouraged people to mix the flavors for their own concoction and hinted that it mixes well with more than just water. To give Tang a new start, we completely redesigned the logo, packaging, and website. We also offered variety packs for people to mix on the go, and even developed a line extension of Tang Hard Candy. Media execution involved Mix Well Competitions, Summer movie product placement, viral videos, social media, and lots of swag. For this project my involvement was mainly strategic, though I wrote The Tang Manifesto as an inspiration piece for our creatives. *Student work Strategy: Davith Kuch, Jonathan Liew, Richard Stanfill Art Direction: Ryan Lee Copywriting: Amy Travis, Ross Weythman Read Less
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Tang ReBrand
In developing the strategy for Tang we found college kids to be a perfect fit for the brand, with a wide gap in the marketplace.  Finding the proper tone, touchpoints, and message were imperative to bringing Tang back to popularity.  By taking advantage of its powder form and 26+ flavors, we encouraged people to mix the flavors for their own concoction and hinted that it mixes well with more than just water.

PACKAGE DESIGN
TANG HARD CANDY