Electronics accessories are one of the hardest categories to brand well. Cables, adapters, charging gear, customers default to price because nothing on the shelf gives them a reason to do otherwise. Plugd was entering that space with no existing equity and real competition from established names with much bigger budgets. Tango needed this project to be launched within a month to supply to retailers after delays.

The brief was simple: premium design that creates trust on a budget.

We started where every good brand project should: with a lot of questions and a Miro board. As a team we mapped out the full scope, ran in store research, and spent time with the sales team understanding what customers actually asked at the register, what confused them, and what made them reach for something. That field knowledge fed directly into how information was prioritised on pack which is something that rarely shows up in a brief but makes an enormous difference.

The creative direction we landed on was clarity. Most electronics packaging is cluttered, too many specs, too many icons, too much competing for attention. We went the other way, wanting Plugd a visual shorthand across its full SKU range, making it immediately easy for customers to understand what each product does and for retailers to display the range as a coherent family.

What I Delivered

• Full brand identity system

• Custom icon suite across the product range

• Packaging design across multiple SKUs

• Brand and visual system guidelines

Preorders for the available stock sold out before the product hit shelves. For a brand-new label in a saturated category, that's a remarkable result, and a clear sign the packaging was doing its job. The brand has continued to sell in store ever since.