British soft drinks brand Tango has teased a first look at its upcoming redesign, due to roll out in the UK from March 2026. First seen in a sugar-free limited-edition named ‘Thirst Trap’, the new visual identity was created with independent creative agency Bloom and reinvents the popular beverage brand for a new generation.

Unexpected and uninhibitedly outrageous

“It’s no secret that carbonated drinks is a very competitive category,” says Harriet Dyson, Marketing Controller, Carlsberg Britvic. “The past few years have seen huge shifts as brands look to reconnect with consumers seeking new flavours, benefits and values.

“Tango has never been a follower of trends. In a category dominated by risk averse global brands, Tango is unexpected and uninhibitedly outrageous. It’s irreverent and cheeky, bringing a smile to the drinker. But as codes of culture grow bolder – what Gen Z and Gen Alpha are eating, drinking, wearing, sharing – we knew Tango needed a flexible new identity that would connect with these drinkers.”

The response from long-term partner Bloom looks to close this gap, retaining the outrageously bold messaging synonymous with Tango but updating it into a rich visual language that feels culturally relevant.

Get Tango’d

“Tango has uncontainable energy”, says Stuart Witter, Associate Creative Director, Bloom. “In a sea of competitors, that energy offers a gritty, loveable edge, but it’s one that needs harnessing in the right way.

“Z and Alpha are innately design literate generations, so we needed to craft an unexpected new identity that captured the taste and refreshment cues of the category but in a relevant and authentic way. 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.”

Modern, tangy, energetic

We see this in a mischievous tone, high saturation of colour, bursting elements and product staging that breaks free, and off kilter angles that are unexpected.

The identity is expressed through confident lifestyle photography where the viewer feels part of the action – energetic, spontaneous and up-close; a dynamic typographic style that collides with other brand assets, breaking frames and clashing with colour; a bold colour palette that gives bursts of refreshment and high energy; and a suite of highly flexible assets to bring branded spaces to life.

The marque has also been reimaged to hero a flavour hit, including a hidden pip in the ‘a’ in an extra nod to fruity flavour and ‘tssst’ on the ‘g’, cueing the instant refresh moment when a bottle or can is opened.