The first new Wenlock Spring water bottles redesigned by Carl Jones Design hit the shelves this week.
The Shropshire consultancy was appointed in December last year to redesign the mineral water brand corporate identity, the bottle label and packaging graphics, as well as overhaul Wenlock Spring’s website and marketing material, as part of an ongoing two-year contract.
Creative director Carl Jones says, ‘Our brief was to refresh the brand, which was previously only known to a small local audience, and help them sell more water.’
‘It was a wide open brief. We wanted to create a great brand, help Wenlock stand out from its competitors and play on the fact that this country does have great water.’
Jones adds the main challenge was to rise above the recent press and consumer backlash against bottled water. ‘We are trying to tap into an existing market rather than reach people who don’t drink bottled water,’ he explains.