Tango Durham Branding
- Branding Strategy
- Operational items and signage
- Website design and creation
- Menu redesign
Tango is a burger-based restaurant in Durham, classed as local legends for their burgers within the area. Tango is our second project from the Zen Group’s portfolio, and we were tasked to revamp Tango as they were moving venue location within Durham and wished to build upon their current brand, focussing on their established customer but also attracting new markets whilst being able to grow the overall expanding offering.
As with The Rabbit Hole, this project started with visits and workshops with the owners to understand their new vision for Tango, implementing our standard 3-point process, we were able to craft a new brand foundation. The result was to establish Tango as a ‘Social Bar and Kitchen’, allowing guests to “kindle conversations over Latin American inspired flavours that dance on the palate”.
For this branding update, we explored various themes relating to the Tango dance, the movements, and origins, plus, wider Latin American values and historic design. The logo itself had a minor refresh, but we were able to introduce a range of brand collateral and elements such as patterns, textures, colour, and iconography with influences from our research. One key element was a mural which fuses elements of Durham, such as the Elvet Bridge and connections to the area’s history with the smiley face icon as a pop of bright colour, into one piece of art. The mural was used in relocation advertising and you’ll now see it across a selection of menus.
We introduced the smiley face graphic icon as a key part of the brand which can be found on the mural, signage and across the website and menus. It’s all about bringing a cheeky splash of fun elements to the branding that represents one of the brand values.
We also redesigned the website to bring in the new branding, while re-working the user experience for easier access to see key information about Tango, such as the menus and booking platform.
The result creates a bigger, better Tango with respect to its roots and allows for a wider scope of offerings and audience, where guests can come together in the heart of Durham to share good times and great food.
