Highland Spring launches refreshing new bottle inspired by the provenance of its water

Highland spring launches refreshing new bottle inspired by the provenance of its water | Article

Highland Spring, the UK’s leading producer of natural source bottled water, today announces a packaging refresh ahead of a busy summer of activity, including a new TV campaign. With volume sales in the plain Bottled Water category expected to hit 3.8 billion litres by 2020, the new look creates further stand-out for Highland Spring by improving references to the provenance of the water in Perthshire.

Inspired by Scotland’s scenic landscape, the main features of the new integrated bottle and label design include:

• a distinct main image featuring silhouettes of the Ochil Hills, sky and floating clouds, incorporating the new logo in a 3-D effect to emphasise the unspoilt Perthshire landscape, home to the Highland Spring source
• embossed structural elements on the bottle that act as both a visual and written representation of the geography and typography of Highland Spring’s privately owned catchment area
• an updated transparent label with clearer brand logo featuring a modern redesign of the brand’s proud thistle crest
• use of deeper purple tones, maintaining the brand’s ownership of the colour in the sector with a modern, confident edge - an important brand signpost that will ensure on shelf stand-out
• clear consumption messaging on multipacks in reference to the Natural Hydration Council’s recommended daily water intake

Initial customer research into the new look bottles indicates an increase in aesthetic appeal (66% to 88%) and an increase in purchase intent (45% to 76%).

Karen Crowley, Head of Consumer Marketing for the Highland Spring Group, comments: “The new bottle balances the provenance and heritage of the Highland Spring brand with a simple aesthetic to create a modern, yet classic Scottish design for on shelf appeal. The 3-D effects of the design really makes the consumer feel connected to the provenance of our water, as if they are in the Ochil Hills”

“What’s more, our research shows us that the new bottle really resonates with consumers. As the Bottled Water category continues to grow, we’re confident that this transformation will further strengthen our position in the market in the next 12 months.

“We are committed to promoting healthy hydration habits with consumers across the UK and have worked hard to ensure that the new design is not only visually appealing but is also educational, helping consumers stay hydrated.”

The new bottle design will apply first to Highland Spring’s 330ml flat cap and sports cap, 500ml flat cap and sports cap and 750ml sports cap PET bottles across individual and multipack formats and will phase into all retail channels nationwide from mid-April 2017.