Revitalized graphics support Tang's new mission

摘要

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."