The consultancy is one of about six agencies on the Coca-cola European creative roster, which also includes Turner Duckworth, according to Taxi Studio.
It was appointed to create the initial Tumult identity about two-and-a-half years ago without a pitch following an internal recommendation, and worked with Coca-Cola’s in-house team on a repositioning project towards the end of last year to create new pack designs and branding.
Spencer Buck, Taxi creative director, says, ‘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 colours social moments, perhaps as a drink to be enjoyed before dinner as an aperitif.’
The new designs use bright colours and a cloud device, which references the drink’s fermented, ‘alive’ quality.
Buck says, ‘The device is called the “sensorial cloud” – as it’s a fermented non-alcoholic drink it’s basically alive, so we tried to bring that to life with the swirls and swooshes. It’s got a lot of movement to it. We wanted to bring a bit more joy to the packaging and make it less austere.
‘There’s a sense of permanence to give it a more iconic status.’
Following on from the pack designs, Taxi Studio is now working on promotional and point of sale materials the brand. The new Tumult branding will initially launch in Paris next month, before the product is rolled out in the UK towards the end of this year, according to Buck.