Slow brew soda start-up Somersault has launched in Australia in a bid to tap into the burgeoning adult soft drinks market, featuring packaging by design company Denomination.
Somersault said it noticed a need to for a healthy option for consumers who are looking to drink less alcohol yet don’t want to increase their sugar consumption.
Four flavours are available: cola with pear and lime, lemon squash, limemonade, and orange and mandarin.
Denomination was asked by Somersault to create a brand and packaging design that would be aesthetically distinctive, and that café and bar owners would be happy to display “like art on a shelf”.
Pastel colours were selected to reflect the brand’s organic ingredients and good-for-you credentials. The designs are also echoed on the bottle necks to further boost stand-out and allow for a more minimalist approach on the main labels.
It was also felt important to highlight the “low sugar”, “organic” and “slow-brewed” brand assets on the wraparound label, with supporting content and tasting notes.
Finally, a bespoke logotype, uncoated paper stock and embellishments were used to reinforce the premium positioning of the brand.
Somersault director Neil Barker said: “Denomination exceeded the brief to create pieces of art that the coolest of cafés and bars are happy to display next to premium drinks and gourmet coffee brands. The designs provide a contemporary expression of craft soda, and the patterns provide a generous canvas that is highly disruptive, engaging and refreshing, while being understated, confident and stylish.
“Just a few weeks after launch, and with no PR or advertising support, the design has been pivotal in generating interest and excitement with the drinks trade. Retail uptake has exceeded all our expectations and we have secured listings in more than 100 of the trendiest cafés and bars in the country. Some mixologists are even using the sodas as mixers – a brand extension that we had not envisaged.”
Denomination CEO Rowena Curlewis said: “One of our key challenges was to create an identity that would overcome consumer scepticism that ‘healthy’ fizzy drinks lack flavour or contain artificial sweeteners. To do this we created a distinctive packaging design that sets Somersault apart from other brands, reassuring customers that they are drinking a high-quality product that tastes good and looks gorgeous.”
Somersault beverages are now available exclusively at cafés and bars in Australia.
© FoodBev Media Ltd 2020
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