The mobile network will use various animals in its advertising as symbols of who the tariffs are aimed at.
The tariffs - and animals - are intended to relate to the behaviour of four different types of consumers. These are: the highly sociable (signified by a dolphin), those who use the phone as a tool (a raccoon), those who like to chat for long periods (a canary), and those who want extras, such as email and mobile content (a panther).
A press and outdoor campaign created by Mother to back the tariffs will run from April until the end of the year. The campaign will not be affected by Orange moving its advertising out of Mother and into Fallon and Euro RSCG.
Orange's director of pay monthly, Neil MacGeorge, said the company had been examining the market over the past year to find a way of simplifying its charging.
A pay-as-you-go version of the product will be launched later on in the year.
Orange is also launching a package called Magic numbers, aimed at customers who sign up to an 18-month contract. The tariff allows customers to speak for up to an hour to a nominated number for the cost of one minute's talk time.
Customers will be able to nominate another number every additional six months they are on the contract.
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