Challenge

Tangerine needed a brand identity and packaging design that would compete with established soft drink brands while still standing out as fresh, vegan, and modern. The challenge was to balance a playful, colorful aesthetic with the brand’s core values of calmness, security, and comfort—ensuring it resonated with couples enjoying diner experiences.

Solution

We developed a versatile visual system that incorporated Tangerine’s signature green with bright, refreshing accent colors. The packaging design highlighted natural ingredients and vegan-friendly messaging, while playful brand characters extended the identity into merchandise and social media. This approach ensured consistency across touchpoints—from posters and social media graphics to cans, bottles, and lifestyle mockups.

Results

The final brand system delivered a bold yet approachable identity that feels at home alongside competitors while remaining unique. Tangerine’s packaging now communicates trust and freshness, the merchandise extends its playful personality, and mockups of the product in hand demonstrate real-world relatability. Together, the brand system positions Tangerine as a refreshing choice for couples seeking both comfort and connection.