ABOUT BUXTON

“OUR STORY IS A VERY BRITISH ONE…AND

WE’RE PROUD OF IT.”

“WE MAKE THE MOST OF NATURAL RESOURCES, INCREASE RECYCLING AND

REDUCE OUR CARBON FOOTPRINT.”

“WE CONTINUE TO WORK TO ENSURE THATEVERYTHING WE DO…IS MANAGED WITH

EVER-INCREASING CARE FOR ITS ENVIRONMENTAL IMPACT.”

WHAT BUXTON WATER IS SOURCED FROM THE PEAK DISTRICT AND IS PACKAGED IN PLASTIC BOTTLES. THE BRAND’S ETHOS PRIDES ITSELF ON THEIR BRITISH HERITAGE AND THE PURITY OF THE WATER.

WHERE BUXTON SELLS ITS BOTTLED WATER IN ALL MAJOR BRITISH SUPERMARKETS AND HIGH STREET RETAILERS. THE PRODUCT IS MOST COMMONLY INCLUDED IN THE WELL-KNOWN LUNCHTIME ‘MEAL DEALS’ AT VARIOUS SUPERMARKETS.

WHY WE CHOSE BUXTON BECAUSE IT NO LONGER STANDS OUT AGAINST ITS FELLOW COMPETITORS.

OUR IDEA REPACKAGE AND REBRAND BUXTON SO THAT IT IS BOTH ENVIRONMENTALLY FRIENDLY AND VISUALLY ENTICING.THE REBRANDED BUXTON WILL BE MORE APPEALING TO A YOUNGER AUDIENCE WHO ARE BECOMING INCREASINGLY CONSCIOUS OF THE ENVIRONMENT AND THEIR HEALTH.THE NEW PACKAGING OF BOXED BUXTON WILL ALSO APPEAL TO THIS YOUNGER AUDIENCE WITH IT'S MODERN, GEOMETRIC DESIGN.

HOWEVER, BUXTON'S CURRENT CUSTOMER BASE WILL BE RETAINED BY KEEPING THE CURRENT POINTS OF SALE SUCH AS TESCO AND WHSMITHS.

THREE OF THE MOST RECOGNISABLE PROVIDERS OF BOTTLED WATER IN THE UK ARE; EVIAN, NATURAL SPRING WATER, HIGHLAND SPRING STILL WATER, AND VOLVIC NATURAL MINERAL WATER. BETWEEN THESE THREE BRANDS BUXTON AND THE COUNTLESS OTHERS; SMART WATER, VOSS, AND HILTON, TO NAME A FEW, IT’S CLEAR THAT BOTTLED WATER IS A HIGHLY SATURATED MARKET. LIKE BUXTON, EACH OF THESE BRANDS PRIDE THEMSELVES ON THE SOURCE OF THEIR PRODUCT MAKING BUXTON’S MAIN SELLING POINT LESS UNIQUE. THE IDEA OF WATER IN A BOX APPEALED TO US SO WE LOOKED AT OTHER DRINKS BRANDS THAT SOLD THEIR PRODUCT IN A CARTON. WE LOOKED AT VITA COCO AND RUBICON FRUIT JUICES. HOWEVER, THERE ARE NO BOXED WATER BRANDS AVAILABLE IN THE UK, MAKING BUXTON THE FOREFRONT OF THIS NEW TREND. WE DISCOVERED THAT THE ONLY WATER ON THE MARKET SOLD IN A CARTON IS THE AMERICAN BRAND, BOXED WATER. THEIR PRODUCT IS FREE FROM CHROMIUM, ARSENIC, MTBE, AND BPA (HARMFUL CHEMICALS FOUND IN PLASTIC BOTTLES), AND THE SOURCING OF THEIR PACKAGING IS ENVIRONMENTALLY SUSTAINABLE. HOWEVER, BECAUSE UK CUSTOMERS CAN ONLY PURCHASE IT ONLINE, THEIR PRODUCT IS NOT WIDELY AVAILABLE TO UK CONSUMERS IN THE WAY THAT BUXTON IS.

MOODBOARD

EXPERIMENT

WE WANTED TO CREATE A NEW LOGO THAT DISTINGUISHES BUXTON FROM COMPETING WATER BRANDS. WE TOOK IN CONSIDERATION BUXTON’S ORIGINAL VALUES AND COMBINED THAT WITH THE DEMANDS FROM OUR NEW YOUTHFUL MARKET. THE RESULT IS A MODERN FLAT DESIGN WITH A MINIMAL COLOUR PALETTE THAT IS REMINISCENT OF BUXTON’S PAST BRANDING.

ONCE WE DESIGNED THE LOGO WE CREATED THE CARTON DESIGN. UPON REFLECTION WE DECIDED THAT THESE DESIGNS WEREN'T SUITABLE FOR OUR TARGET MARKET OF YOUNG, TRENDY MILLENNIALS.

THEN WE CREATED A NEW GEOMETRIC DESIGN WHICH WE FELT WOULD APPEAL MORE TO THIS MARKET BECAUSE THE IMAGERY IS MORE MODERN, PLAYFUL, AND VISUALLY ENTICING.

"WHILE OUR APPEARANCE MAY CHANGE...IT'S ALWAYS BEEN INSPIRED BY OUR UNIQUE PLACE IN THE HEART OF BRITAIN."

EXPERIMENT

BUXTON ALREADY PRIDES ITSELF ON REDUCING PACKAGING AND DESIGNING ITS BOTTLES IN ORDER TO USE LESS PLASTIC. HOWEVER, LAST YEAR IT WAS ESTIMATED 8 MILLION TONS OF PLASTIC IS STILL BEING DUMPED, MAKING BUXTON A PERCENTAGE OF COMPANIES ADDING TO THIS PREVAILING ISSUE. THE SOLUTION IS BOXED WATER, A RENEWABLE AND REUSABLE SOURCE OF PACKAGING THAT IS CHEAPER TO PRODUCE, EASIER TO RECYCLE, BETTER FOR THE WATER, AND EVEN BETTER FOR YOUR HEALTH. OUR DESIGN COMBINES THE SCENIC VIEWS OF THE PEAK DISTRICT WITH A GEOMETRIC DESIGN TO MATCH THE ANGULAR NET OF THE BOX. THE DESIGN’S COLOUR SCHEME OF BLUE, GREEN AND WHITE PORTRAYS A BLUE WAVE FOR STILL MINERAL WATER, AND A GREEN MOUNTAIN FOR SPARKLING.

MEDIA PLAN

OUR SOCIAL MEDIA CHANNELS (FACEBOOK, INSTAGRAM, TWITTER) WILL RUN THROUGHOUT THE CAMPAIGN PROVIDING UPDATES AND NEWS ON THE BRAND TO OUR CONSUMERS. POS WILL BE PLACED IN SHOPS IN ORDER TO CREATE A CALL TO ACTION AND A BUZZ BEHIND THE UNVEILING OF THE BOXED WATER. PRINT ADVERTISEMENTS WILL BEGIN ONCE THE PRODUCT HAS BEEN LAUNCHED AND THE ADVERTISEMENTS WILL START ONCE THE PRODUCT HAS BEEN UNVEILED. THESE ADVERTISEMENTS WILL BE PLACED IN TUBE STATIONS, BUS SHELTERS AND STREET BILLBOARDS IN ORDER TO REACH TO THE PUBLIC. IN ORDER TO CONNECT WITH OUR AUDIENCE, WE MUST MAKE SURE WE ARE USING ALL THE RELEVANT CHANNELS. FOOD AND BEVERAGE BLOGGERS WILL BE PROVIDED WITH THE NEW BUXTON BOXED WATER TO WRITE AND PHOTOGRAPH THE PRODUCT IN ORDER TO REACH AND WIDEN OUR TARGET MARKET. A VIRAL VIDEO WILL ALSO BE RELEASED AT THE SAME TIME OUR PRINT ADVERTISEMENTS GO UP. THIS WILL HELP CONSUMERS FIND OUT MORE ABOUT THE PRODUCT BENEFITS. AN INTERACTIVE INSTALLATION IN COVENT GARDEN IN JULY WILL CONCLUDE OUR CAMPAIGN.

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VIDEO

https://goo.gl/iZgVPw

DO YOU KNOW HOW MANY PLASTIC WATER BOTTLES ARE IN THE OCEAN? THERE’S A LOT. PLASTIC IS BAD. BAD FOR THE ENVIRONMENT. AND PRETTY BAD FOR YOU TOO. BUXTON ISN’T COOL WITH THAT. FROM NOW ON, ALL BUXTON WATER IS GOING TO BE PACKAGED IN 100% RENEWABLE CARDBOARD CARTONS. DON’T WORRY, IT’S STILL THE SAME PURE BUXTON WATER THAT YOU KNOW AND LOVE, SOURCED FROM THE HEART OF THE PEAK DISTRICT. BUT NOW WHEN YOU PURCHASE OUR WATER, YOU’RE HELPING TO SAVE THE PLANET TOO. ONE BOX AT A TIME.

BILLBOARD

WE DECIDED WE WANTED ONE FORM OF PRINT ADVERTISEMENT - A BILLBOARD. WE MADE IT CLEAR AND SIMPLE BY CHOOSING A PHOTOGRAPHIC IMAGE SO THAT THE NEW BUXTON CARTON WOULD BECOME RECOGNISABLE TO CONSUMERS.

INSTALLATION

THE INSTALLATION IS DESIGNED TO ATTRACT THE GENERAL PUBLIC ON A HOT SUMMERS DAY AND PASSERS-BY WILL BE HANDED FREE COLD BUXTON WATER TO EXPOSE THE NEW PACKAGING. THE GIANT NOVELTY BUXTON CARTON IS DESIGNED TO ATTRACT AND CAPTURE OUR TARGET MARKET OF YOUNG 'HIPSTERS'. INSIDE THE CARTON THERE WILL BE INFORMATION ABOUT THE BUXTON BOXED WATER EXPLAINING THE ENVIRONMENTAL BENEFITS OF USING A CARTON TO PACKAGE OUR WATER, ALONGSIDE OUR VIRAL VIDEO.