Revitalized graphics support Tang's new mission

Kraft Foods jettisons outdated package graphics for its Tang orange drink, replacing them with a luscious, energetic design that supports its new ‘Win Morning’ positioning.

New graphics
New graphics

In the 1960s, sales of Tang powdered orange breakfast drink took off after the product became known as the drink of choice for astronauts during NASA’s first manned space flights. While this storied history may not resonate to the same degree with today’s consumers, Kraft Foods is hoping refreshed graphics and an updated strategy will convey the product’s pioneering spirit to a new generation of fans.

According to the New York office of international brand design agency Bulletproof, which created the refreshed package graphics around Tang’s new “Win Morning” strategy, Kraft Foods’ goal with the new design was twofold: “One, to reinstate Tang’s iconic status while giving it new relevance in store, and two, to visualize the Win Morning positioning in a breakthrough and relevant way.”

Iconic elements get reinvigorated
The new package design, introduced in early 2014, uses an existing packaging structure—a round, white, high-density polyethylene canister with a tucked-in waist and a cap that doubles as a measuring cup—for the 20-oz variety. The package is decorated with a full-body shrink-sleeve label.

Elements of the former package design that were retained include the Tang orange, which Bulletproof says is the most consistent equity over time, and the green and white brand mark, which provides a visual connector to past Tang designs.

An exclamation point, familiar to the brand’s heritage, is used to display the Tang brand mark, with the copy positioned vertically within the punctuation mark, and the words “Orange Natural Flavor” within the period. Explains Bulletproof, “The Tang Exclamation Mark provides an upward movement, which brings energy to the brand.” A splash of orange beverage surrounds the logo, which is repeated twice on the canister.

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