You’ve probably never heard of the soft drink called Tumult. That is because this drink is currently being sold exclusively in Paris, France. Owned by the Coca-Cola Company, Tumult is a more sophisticated soda beverage that targets the urban, trendy people in their 30s. The drink looks and tastes similar to beer, but is actually non-alcoholic and low in calories.
Now, Coca-Cola has redesigned Tumult’s packaging and label to be more modern and up-beat in order to appeal to a broader European crowd. The beverage company hopes to launch Tumult outside of Paris and commissioned design agency Taxi Studio to revamp Tumult’s brand.
Spencer Buck, Creative Director at Taxi Studio, commented that:
We wanted to open it up to a wider audience, and by doing so, make it more accessible and light-hearted. The positioning statements are circling round the fact it brightens up and colors social moments, perhaps as a drink to be enjoyed before dinner as an aperitif.