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A tango instructor started selling tango shoes online and initiated the brand. Lily refers to her name, blue to the sea. 

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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.


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