Toast & Tango was created to solve a growing problem in the party store world: the loss of authenticity, warmth, and community. Many stores had become purely transactional, forgetting the joy and human connection that celebrations are meant to cultivate. Toast & Tango set out to bring that feeling back through a brand rooted in togetherness and genuine shared moments.
"We wholeheartedly endorse Namewerk for their exceptional work. They went above and beyond, exceeding our expectations at every turn. Their expertise and guidance helped us maintain a consistent brand image. Our unique logo has received countless compliments and reflect our values perfectly. Don't hesitate to choose them – you won't be disappointed."
Taylor Auttonberry
Founder of Toast & Tango
"We wholeheartedly endorse Namewerk for their exceptional work. They went above and beyond, exceeding our expectations at every turn. Their expertise and guidance helped us maintain a consistent brand image. Our unique logo has received countless compliments and reflect our values perfectly. Don't hesitate to choose them – you won't be disappointed."
Taylor Auttonberry
Founder of Toast & Tango
We developed the name Toast & Tango from two complementary expressions of celebration. “Toast” represents honouring and uplifting life’s moments, while “Tango” captures movement, energy, and dancing together. What made the name even more meaningful was how naturally it reflected the founders themselves - a mother-and-daughter team who embodied the spirit behind each word.
Our positioning strategy focused on reinstating community at the heart of the brand. Instead of the generic, profit-focused approach common in the category, Toast & Tango would stand as a joyful hub dedicated to connection, memory-making, and shared experiences.
To build a verbal identity that resonated, we began by identifying the brand’s core audiences: modern families, community organisers, boutique event planners, and everyday celebrators seeking something more meaningful than mass-produced décor.
From here, we crafted a tone of voice that was warm, joyful, and inclusive - always speaking with the spirit of celebration rather than at it. The brand story centred on the idea that celebration isn’t about products; it’s about people, shared memories, and the moments that bring life to communities.
The visual identity needed to capture the same vibrancy and personality embedded in the name and story. We built a colourful, character-driven world filled with expressive mascots and playful illustrations that felt modern and inviting without tipping into childishness.
Typography, iconography, and layout choices all supported the brand’s sense of movement and togetherness, resulting in a visual identity that felt alive, welcoming, and playful.
Toast & Tango emerged as a standout player in a crowded market by prioritising community and storytelling over commoditised retail. The name, narrative, and identity combined to create a brand that champions meaningful celebration and brings people together through colour, personality, and heart.
