Highland Spring Group is to embark on an ‘impactful brand refresh’ across its bottled water range from the middle of April.
The new design – from packaging innovators Touch and brand agency Taxi Studio – will better translate Highland Spring’s ownable brand equities and story into a physical form, available to consumers in the UK.
The bottles feature a typically Scottish landscape on the label, while the iconic structural rock formations are depicted through the rugged grip area on the bottom half of the bottle. The design also references Highland Spring’s heritage, with the words Ochil Hills, where the spring water is sourced, appearing as part of the bottle thermoform.
Highland Spring hopes that the new look will help it to capture more of the growing bottled water sector, which is expected to reach 3.8 billion litres by 2020 and recently overtook carbonates as the most popular drink in the US market.
Touch creative director James Pryor said: “We used the integration of 3D and graphic design to full effect using a transparent label, creating a powerful visual story and helping the new bottle capture people’s attention due to the physically distinctive brand identity.”
Taxi Studio associate creative director Jonathan Turner Rogers added: “The design works by seamlessly joining together the bottle and the graphics to create a story of purity and provenance. The bottle captures the rolling Ochil Hills, whilst the transparent label reflects the purity of the water and the clouds it comes from. The design has an added bonus, as you walk past, the clouds appear to move, creating the living organic landscape that is Highland Spring.”
© FoodBev Media Ltd 2021
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