Tang, a brand with more than 60 years of history in the world (and even on the Moon!), had come to us with the goal of developing a global brand language which unites, in one single story, the communication of the three continents in which it operates. Throughout the process of co-creation with Mondelez, we investigated Tang's past and present, created and refined stories and selected various types of inspirations. Together, we found the ideal recipe: to look at the world with a spoonful of imagination.
Under the perspective of this new story, we chose the spoon as the new key icon. We created a special, handmade typography as well as digital and printed versions of Playbooks, so one can dive into the playful and inspirational universe of this brand.