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A mixture of portrait & street photography - snapshots of real moments with real people who enjoy dancing tango, not necessarily professional dancers. The photos – both color and b&w - are carefully selected and clear, even in the poor light of the tango events, and surprise the emotion felt by the dancers – in most of them you will see dancers relaxed in the tango embrace, smiling or laughing, sometimes with their eyes closed in order to feel the dance better. The atmosphere is warm and friendly.
Positioning: We are a manifesto brand, sick of the traditional perspective on tango („tango is a sad feeling that is danced”). We believe in a social tango and decided to immortalise the happiness & light-hearted attitude of the dancers.
Our intention is to create a lovemark and to convey the dancers’ love for tango and people into love for the photos surprising their emotions while dancing.
Target audience: tango dancers participating in social tango events (aged 25-50, both women and men, urban, international)
Tango is a social dance - the tango community seldom organizes dancing events called milongas, where people meet and chat, drink a glass of wine and dance till the morning. They laugh and share beautiful moments together and this is why in time the dancers become friends and the community becomes stronger.
Tango is traditionally associated with red and black. It is said that the men is the energy and the woman is the inspiration. The central element of the dance is the embrace.
Our brand manifesto will focus on the fact that you feel time stops when you experience a magical tango moment. We capture this perfect moment and we make it last forever.
Key words: happiness/optimism, love, new vision + (not mandatory) dance, moment, snapshot, professionalism
Syle: fresh, smart, clean, modern
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The winner will work with us in a project 1-1 for other parts of the identity brand kit: brand manifesto visual, business card, website graphics, Social media covers, layout for social media quotes & web banners.
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