Holmes & Marchant Redesigns Buxton Water Range

The new look for the range sees the ‘splash’, previously central to the Buxton label, disappear, making the Buxton name more readable and recognisable.

The green hills (representing the Peak District, the home of the spring that is the source of Buxton Natural Mineral water) have been softened and moved to the top of the label, with the green peak in the logo also softened and further integrated into the Buxton name.

The design also trades on Buxton’s purely British heritage, with a Union Flag visible in a water drop.

The new label has a fresher, cleaner appearance, with key product benefits (still, natural mineral water from the Peak District) made clearer and easier to read.

The ‘Buxton blue’ colour scheme has been retained, as has the structure and shape of the previous bottle.

The entire range of Buxton Natural Mineral Water has been refreshed by Holmes & Marchant, including the 25cl lunchbox bottle, the standard 50cl bottle; 75cl and 1 litre sports bottles, as well as the larger 1.5 and 2-litre bottles and multipacks.

“Buxton was the first British mineral water brand and it still emerges, as it has for hundreds of years, pure and ready to drink from our spring in the Peak District,” said Caroline Juin, senior brand manager, at Nestlé Waters. “With such a heritage, and as a brand growing ahead of the market, we knew we could have confidence in our product and wanted this to be reflected on pack with a clear and bold design that would see us earn the stand-out we deserved on-shelf

“Holmes & Marchant has reinterpreted the pack and kept everything that the brand was loved for but gave it a modern twist that will ensure it stays fresh and relevant for many years to come.”

Nick Hanson, creative director at Holmes & Marchant, added: “We’ve given a more graphic reinterpretation to the Peak District landscape that has been so long a feature of the Buxton labelling, as well as making the logo sit more naturally within it.

"We’ve kept the strong green and blue colours and created more space on the labels so the three main elements: the logo, the hills and the blue base representing water, can be appreciated more clearly. The resulting design really will help the brand to achieve the cut-through it deserves and to communicate the brand essentials: its location in the Peak District and its exceptional natural purity.”