Highland Spring has unveiled a new look for its packaging developed by Glasgow agency 999 Design.
The new branding is dominated by a vibrant purple hue intended to create stronger standout in stores and will be seen on shelves from the end of this month.
“The challenge of the brief was to reinvigorate the brand to create a fresh new feel while still preserving those iconic Highland Spring components that consumers identify with," said Lewis Macintyre, design director at 999 Design.
"Research gave us license to evolve the brand further than we had hoped and allowed us to introduce the vivid colour palette and dynamic tartan arc. The contemporary and distinctive new look creates cut through in the challenging bottled water market.”
Highland Spring said the rebrand is the "first of a number of major new developments" for the brand this year.
Paul Condron, head of brand marketing at Highland Spring, explained: "This bold rebrand marks the start of an exciting phase of activity for Highland Spring and we’re confident it will appeal to our existing consumers whilst also encouraging new consumers to consider the brand. The new branding is vibrant, clean and contemporary yet still retains those elements which consumers instantly recognise as Highland Spring.
“Our provenance and purity are core brand values and both are increasingly important to consumers as they seek out local products from a source they can trust. It was vital that we continued to communicate the brand’s Scottish heritage and organic status whilst also reflecting a more modern outlook for the brand.”