Highland Spring tests adventure park scheme

Highland Spring, the second largest bottled water brand in the UK, is planning to open its first adventure park next year.

The company has appointed 442 Design to create concepts for the, as yet, un-named park, which will be located close to Highland Spring’s main bottling plant in Perthshire, Scotland.

The play area, measuring 625m2, will feature traditional rather than electronic adventure park elements, such as timber climbing frames, tree homes and ‘interactive trails’ based on treasure hunt designs.

Branding will be ‘very subtle’ – the Highland Spring logo will be embossed on to wood or cut into glass to look like water drops. Signage will be kept to a minimum, says David Dunn, director at 442 Design.

The group will also design the identity for the adventure park when an appropriate name is decided upon, says Dunn. It is also overseeing the landscaping of the site, which will include ‘planting and herbs to create aromas and walkways’, he adds.

‘The play area will be made from natural materials and fits with the Highland Spring brand in terms of promoting health, activity and exercise,’ he says.

Sally Stanley, marketing director for Highland Spring, says, ‘The theme of the play area is very much focused on using the natural environment to engage children, so it will be educational.’

The park will be located at the recently re-opened Tullibardine whisky distillery, as part of a new retail and tourist destination. The project is at the concept stage and construction will begin next year. The park is expected to be completed by spring 2006.

This move comes as brands explore alternative and ambient ways to boost awareness and generate sales amid rising competition in the bottled water industry.