Before

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Tang

Tang is an American classic. When Kraft wanted to revitalize the brand the astronauts took into space, they turned to Dean Lindsay. He began with an analysis of the complete lifecycle of the product, from the factory to the recycling bin, and the result was a package that not only looks great on the shelf, but also changed the way consumers open, dispense, measure and reseal powdered beverage mix.

Dean began by studying consumers’ usage patterns – how they opened, measured, mixed and re-closed jars of Tang. It sparked an idea – why not do away with the need for a measuring cup? Dean designed an integrated measuring system molded into the package closure. He then added a focused-pour package mouth – and this combination made Tang a more convenient and appealing product to use. The new package is finished with a bright, eye-catching shrink label that conveys strong brand identity while doubling as a tamper-evident band. And because this system effectively seals the hygroscopic product inside via a series of nesting annular rings, Tang maintains its appeal longer.

Kraft was so pleased with Dean’s work that they have since extended this package design to the Kool Aid and Country Time Lemonade brands as well.