Tango Mango Italian Ice
Logo design and vehicle graphics for a playful gourmet food truck company.
Client:
Tango Mango Italian Ice Co.
Los Angeles, CA
File Under:
Client Feedback
“Working with Studiofluid was the best experience any new business could have. Somehow they extracted ideas from our heads and crafted a visual story that will last for years to come. Our customers tell us how the new branding attracted them and how it puts smiles on their faces. Studiofluid will be our design partner for life.”
Art Beckham
Owner, Tango Mango Italian Ice
See More Client FeedbackProject Notes
Tango Mango Italian Ice first hit the sun-soaked streets of Los Angeles in summer 2010, but the recipes have been in the works for more than two decades. Founders Art and Raynard Beckham are aficionados who grew up eating “water ice” on hot summer days in Philadelphia, where the dessert is a mouth-watering reminder of the city’s Italian heritage. The brothers started exploring the culinary art of making their own Italian Ice with real fruit back in the 1980s and have been fine-tuning the formulas ever since. Arriving on the west coast in the early 2000s, the Philly natives set up shop to share their frozen refreshments with Angelinos on the Venice boardwalk.
After a successful run, they put the business on pause to pursue other dreams. But they couldn’t stay away from Italian Ice for long. Recently, when Art happened upon a commercial kitchen and got the itch to recreate the original recipes, he realized he was ready to get back into the Italian Ice business and take things to the next level. All they needed was a new name and an instantly recognizable and memorable brand identity.
Studiofluid helped them achieve exactly that. We designed the identity, website, mobile site and all supporting visuals including vehicle wrap graphics. The logo instantly expresses the idea of a delicious treat, while bridging the gap across all ages and languages—an important factor in a city as eclectic and diverse as Los Angeles. The Tango Mango identity evokes feelings of warmth, spontaneity, and gives nod to the visuals of a simpler time with a modern twist.
Follow Tango Mango on twitter and look out for them when they’re near you in Los Angeles.
