Brand Naming, Positioning, Verbal Identity, Storytelling & Brand Design.

Most traditional party supply stores lean heavily on convenience and products, but often lack heart. They feel transactional, a place to grab balloons or tableware, but not necessarily to spark joy or connection. Our client wanted to change that. The vision was to create a speciality party store that wasn’t just about decorations, but about celebrating community, warmth, and life’s shared moments.

The challenge was to create a brand that felt fresh and distinctive in a crowded market. It needed to immediately communicate joy and togetherness while striking the right balance of fun and sophistication. The brand had to avoid clichés of the “party world” and instead feel like an authentic extension of the celebrations customers bring into their own homes and communities.

After a series of creative explorations and rounds of namestorming, we landed on Toast & Tango. The name itself became a joyful metaphor: “Toast” speaks to raising a glass and marking milestones, while “Tango” adds rhythm, energy, and movement. Together, the name embodies celebration, connection, and joy, everything the brand set out to stand for.

From there, we developed a Verbal Identity anchored in storytelling. We began with the brand’s mission: to help people celebrate life’s milestones, big or small, in ways that feel authentic, joyful, and shared. This mission became the north star for all language and messaging.

The Brand Story positioned Toast & Tango as more than just a store, it’s a guide, a cheerleader, and a community hub. Every piece of copy, from in-store signage to Instagram captions, reinforced the narrative that celebration isn’t just about an event, it’s about connection, memory-making, and the joy of being together.

Tone of voice was set to be warm, uplifting, and occasionally cheeky, creating a brand personality that felt human and approachable. We wanted customers to feel like Toast & Tango wasn’t just talking at them, but celebrating with them.

For the design side of things, I brought on one of the lead designers at my studio, Namewerk.com

Together, we developed a Visual Identity that echoed the vibrancy of the verbal world. The design language combined bold typography, playful illustrations, and a joyful colour palette, all crafted to bring the sense of celebration to life across every touchpoint.

The Logo balanced sophistication with fun, designed to feel equally at home on Instagram as it did on packaging. Speaking of packaging, we designed a series of bags, boxes, and labels that reinforced the brand’s joyful personality. Rather than feeling disposable, these packaging elements were created to be keepsakes in themselves, small reminders of the joy customers experienced.

This unified approach - name, storytelling, visual identity, and packaging, meant the brand spoke with one consistent voice across every medium.

We extended this personality into an Instagram content strategy, ensuring the brand lived where its audience already was.

From curated flat-lays of party essentials to short, snappy captions celebrating everyday wins, the content strategy built a sense of community around the brand. I also developed a series of Instagram content pillars to keep messaging consistent: celebration inspo, how-to guides, community shout-outs, and behind-the-scenes moments.

The result? A feed that feels alive, vibrant, and aligned with the brand’s mission, not just selling products, but celebrating stories.

The outcome was a brand that goes far beyond selling party supplies. Toast & Tango has become a beacon for community and connection, offering both physical products and a digital presence that inspires customers to celebrate in more meaningful ways. The name, verbal identity, visual identity and content strategy together create a brand that’s as fun and vibrant as the parties it helps bring to life.