Harrogate Water undergoes avant-garde redesign with new multipack shrink wraps

03 Oct 2018 --- Harrogate Water has unveiled a “daring and disruptive” shrink wrap design to give standout appeal to its retail multipacks. The new style borrows from the brand’s artistic roots to create something design-led and avant-garde with abstract bursts of color.

Brand Manager Nicky Cain says: “When contemplating a new design, we could see that the beverage shelves abound with confidence and color, but mostly from fizzy drinks. Our mission from the outset was to break the mold, to create something visually stunning and innovative, that would provide standout appeal and allow us to mix it up a little.”

“The result is both striking and avant-garde. The eye-catching design is both daring and disruptive. It exudes confidence and adds a bit of fin into the mix too, whilst remaining firmly rooted in the history of the brand, which is extremely important to us.”

“The strong color scheme uses red and blue layered shape on the still water packs and green and blue for sparkling.”

“The design is a combination of the old and the new, with a stunning twist for exceptional on-shelf appeal,” Cain explains.

Andy Heap from CHILLI, based in Leeds, UK, adds: “When considering the creation of a new visual identity for the packaging, we wanted a modern aesthetic style that retained a symbolic connection with the brand’s history and authenticity.”

“We took our cues from the original Royal Baths pattern used on the bottle label with the aim of creating something adventurous and forward-thinking, while also reflective of the brand’s illustrious spa story, underlying the brand values and attitude of Harrogate Water.”

Harrogate’s first spa was discovered in 1571 and the water was first bottled in 1740, making it the original British bottled water. Harrogate became the first British spa and was celebrated by the Victorians who built the magnificent Royal Baths and Royal Pump Room.

You can read more about innovations with shrink wrap here.