The old brand, three logos and no system
01
Challenge
Great product, forgettable brand.
Tangerine Studio had loyal buyers and no visual memory. Three logos, five packaging styles and a feed that never looked like the shop meant every drop started from zero.
Approach
Start on paper, end on one colour.
We sketched the mark by hand, then cut everything that was not orange. One tight grotesque, one grid and one rule: photograph everything on a flat colour.
Sketch
Identity
From first sketch to the final mark
02
Colour studies for the campaign set
03
Craft
Packaging that does the talking.
The box is the first thing a customer touches, so it carries the whole identity: a single colour, a one-line stamp and a label that is easy to print in house.
Before
After
Shipping box, before and after the new system
04
Campaign still, shot on a flat colour
05
Results
The first drop sold out in a day.
Increase in organic reach in the first month
To sell out the first drop
New followers before launch day
Return on the campaign spend
For the first time the shop, the box and the feed feel like one person talking. Customers now describe us by the colour.
Maya Okonkwo, Founder, Tangerine Studio
Launch posters, city-wide run
06
Credits
The team behind it.
Creative direction
Lena Moretti
Design
Jonas Weber, Ari Cohen
Photography
Studio Pale
Strategy
Priya Nair
Production
Sam Okafor
