Designed to be consumed with food and targeted at trendy urban sophisticates in their thirties, the adult soft drink in slim cans and bottles has been trialed in trendy Parisian outlets and local branches of retailer Monoprix since last summer.
UK launch planned?
Coke said last year that it was aiming to roll the drink across France and Europe, subject to establishing the brand within Paris over two to five years, where Tumult is pitched as a low calorie beverage for weight-conscious consumers.
But UK-based design agency Taxi Studio told Design Week that it had worked on the brief to reposition the Tumult brand from late 2011. It said that the new-look drinks (pictured) will be launched in Paris this month, before a UK launch later this year.
Tumult’s brand positioning emphasises that the drinks was a means to "brighten up social moments", while Coke stressing that it pairs particularly well with sushi and as an alco-alternative when served as an aperitif.
Two flavours include ‘malty’ (Apple and Malt Barley and Apple) and ‘fruity’ (Apricot and Pear), and the drink is pitched at the premium end of the market, priced €3.50 for 4x 250ml bottles when it went on retail sale last summer.
‘Sexier in the hand’
Taxi Studio’s creative director, Spencer Buck, said in a statement sent to BeverageDaily.com that his company had wanted to “open Tumult up to a wider audience” by making the brand more accessible and light-hearted, “much more visible on the shelf, sexier in the hand and light-hearted overall”.
He added: “The new design uses lively colours and a swirling cloud device, which references the drink’s fermented, ‘alive’ quality.”
In regard to the brand’s logo, Taxi Studio senior designer Casey Simpson said that the agency had worked on a device called the ‘sensorial cloud’.
“As Tumult is a fermented non-alcoholic drink it’s basically alive, so we’ve attempted to bring that idea to life with use of intricate swirls and swooshes that provide a lot of visual movement,” she said.
“Together with the refreshed logotype it’s now got a sense of permanence…a more iconic status,” she added.
Following the packaging designs, Taxi Studio said it was now working on promotional and point of sales to communicate the 'brand benefits': "100% freshness, 0% sugar".
The Coca-Cola Company had not replied to a request for comment before we went to press.