Harrogate Spring Water
packaging & rebrand
A natural advantage
The UK water market is a competitive one, with sales reaching £1.5bn in the UK last year, and it’s growing at a rapid pace as consumers become ever more health conscious. Harrogate Spring Water has ambitious plans for growth and approached us to help them to find their footing in this competitive marketplace. They knew that they needed to make the most of their natural advantage as the first place in the world to bottle water. And not just any water too, but water that was known centuries ago for its ‘health-giving properties’.
The design approach was informed by research which showed that although the public thought Harrogate Spring was a premium brand, they didn’t know what it stood for. Our challenge was to express the history of drinking water in the town and to increase the perceived level of quality of the brand, whilst not alienating consumers. What was needed was to convey the message of affordable luxury.
Inclusion of historical references from the town, such as an icon of The Royal Pump Room of Harrogate and background patterns inspired by tiles in the Royal Baths, helps convey the history. These acknowledgments of the past are balanced with a refined, modern logo to bring the brand up to date.
The identity has been brought to life across the full range of beautiful ‘Diamond Bottles’, which were redesigned as part of the process. The brand was also applied to the website and corporate literature. We launched the rebrand with the largest marketing campaign in the company’s history, which promoted the announcement that Harrogate Spring Water is now the Official Water of England Cricket. It’s a powerful pairing that marks a real shift in the owners’ confidence in this classic British brand.