A tango instructor started selling tango shoes online and initiated the brand. Lily refers to her name, blue to the sea.
The client likened tango to the dance of swimmers and waves which became the focal point of the design ideas.
In the final logo, L has strong lines to resemble the male dancer, while B is engaging with it.
And together they become an anchor.
As brand’s tagline “Tango Shoes and more” indicates, she wanted the brand to be a bit more than an online market for tango shoes.
I adviced her a “Lily’s Tango Tips” section, that she’d share periodical engaging content, such as interviews, moves, opinions, news about events. A simple attempt to create a niche community.