Diamond design scores multiple award success for Harrogate Water Brands and Ardagh Group

Jeudi 24 Septembre 2015

A year ago the design and marketing teams at UK bottled water company, Harrogate Water Brands, together with its glass packaging partner, Ardagh Glass, and design adviser Thompson Brand Partners, took the bold decision to create a Diamond glass bottle for its Harrogate Spring Water brand. Their efforts, part of the brand’s campaign to further reinforce its position as the number one premium British spring water, are now paying handsome dividends. During 2015 the bottle has won a string of prestigious national and international awards for its design and packaging?, which, importantly, has also resulted in creating exceptional stand out on shelf or back of bar, attracting new and existing customers to buy across the range. The bottle most recently gained a coveted Silver in the leading UK Starpack awards (www.iom3.org/starpack) , after previously striking Gold at the highly regarded Roses Creative Awards (www.rosescreativeawards.com) , repeating the success in both the leading beverage industry event, the BBI (British Bottlers Institute) awards (www.bbi.org.uk) and the ‘A’ Design Awards (https://competition.adesignaward.com), where it featured as one of the most highly praised packaging design entries. In all instances, it was the bold creative approach to the design process, the skilful technical execution and clear strategic thinking that impressed the judges. The Starpack citation summed up the approach as follows: “Clever bottle design yet simple, good balance. Heroes the water well. Good tooling and execution. Lightweight. Just enough. Clever.” Sharon Crayton, Head of Marketing at Ardagh Glass, Europe, explained the importance of the diamond: “We used Harrogate’s classic architecture as inspiration for the striking diamond design, reflecting the enduring, premium nature of the brand, as well as the high quality of water inside each bottle. “The bottle’s diamonds disperse light to create a fresh, sparkling effect, and when the bottle is filled, these features are enhanced as light refracts to bring the bottle to life. This interesting design feature represents, we believe, an effective means of interacting and engaging the consumer with the packaging. “ James Cain, Managing Director of Harrogate Water Brands, described the thinking behind the design: “The design reflects Harrogate Spring Water’s rich history, being sourced from the original British spa town, Harrogate, which has been providing water since 1571. This lineage is now highlighted on pack along with an image of the Royal Pump Room; enhancing the authenticity of the product and celebrating Harrogate’s pioneering role in the development of bottled water in the UK.” The diamond bottle also features a new label introducing classic typography from Harrogate’s elegant heyday with subtle art deco and Middle-Eastern background patterns inspired by the town’s illustrious past. James Cain adds: “The new branding brings the heritage of Harrogate to life in a contemporary, stylised way that will appeal to bottled water consumers. We’re thrilled with the new designs. They look beautiful and have certainly provided the ‘wow’ factor, enabling us to grow our sales and gain new listings. We are now extremely proud to be the official water of prestigious Ascot and Royal Ascot, as well as England Cricket.”