Somersault

The adult soft-drinks category is a huge growth area globally, as more consumers seek out no-alcohol options with grown-up flavour profiles. Slow-brew soda start-up Somersault spotted a need for a healthy option to appeal to style-conscious people who want to drink less alcohol yet don’t want to increase their sugar consumption. The directors wanted us to create a brand expression that would be aesthetically distinctive, aspirational and memorable, and that café and bar owners would be happy to display ‘like art on a shelf’.

In a bid to create an Instagram-worthy design which would meet the client’s brief to be “art on a shelf”, Denomination’s dramatic solution for Somersault, broke all conventional “soft drink” genres, yet aligned in terms of natural colours and serious impact on shelf. We looked to fashion and art to inspire these designs: pieces such as Gucci’s Chevron dress and pattern artists from Anni Albers to Andy Gilmore, all cleverly combine strong and pale colours in satisfying repetitive form. So we used black as the common colour and combined with unusual yet “natural” toned pastels to bring a very modern, distinctive and unusual treatment to this soft drink pack. The typography is clean and modern but with detailing to add a level of sophistication to this adult-orientated soft drink. Brown glass was chosen for its semiotics of naturalness and wellbeing cues.