Redesigned bottle label secures the student vote

To attract a new audience to an established and successful product should you create a new brand? The National Forest Spring Water Company did and its decision to create a radically different label design to market its bottled water to local university students is already having an impact.

National Forest Spring Water is bottled at source from a 220 ft deep bore hole on the edge of the Derbyshire town of Melbourne using state-of-the-art facilities. The rich mix of geological attributes in the area combine to create natural water of superior quality. The range of still, sparkling and flavoured waters are available in both glass and plastic bottles and labelled to reflect the quality and purity of the product. The idea of creating a totally new look to appeal to a younger, ecologically aware market was inspired by the University of Nottingham.

Dave Smith, Managing Director of The National Forest Spring Water Company explained: “The University was looking for a locally sourced, quality water to be sold on campus. The requirement was for sports bottles that had a bright modern feel that would appeal to a younger audience and deliver a strong message that the contents were 100% pure natural spring water.”

Quiet Storm was asked to create a series of design ideas for the new label as well as an A4 poster that would sell the benefits of the spring water to the student body. As an ecologically savvy group the students would see that by choosing this local product they would be reducing their own and the university’s carbon footprint as well as benefitting their health.

Six label designs were put forward by Quiet Storm for comment by the National Forest Spring Water Company and the University of Nottingham. From these suggestions a dramatic black label emblazoned with a blue ‘100%’ logo was chosen for 750ml and 500ml sports bottles. Twenty posters were designed and printed by Quiet Storm to launch the product on campus.

Dave Smith said: “The posters and this new label are fulfilling our aim and appealing to students. Our spring water has been well received and the uptake has been excellent. We also plan to use the new design to launch the sports range to sports and leisure centres. Quiet Storm responded to the brief in a positive and quick manner and the whole job was turned around in just few days. Despite the tight timescale for we were given a great designs for the label and poster and we were able to meet our first delivery deadline with confidence.”

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