Hartridges
Britains oldest drinks company Hartridges approached us needing to update and refresh their brand. Exploring the history of the brand taking inspiration from the history books their bottles are now beautifully featuring an arched front logo area echoing the bygone years of their ceramic bottles. Both clean and elegant, featuring beautiful hand printed illustrations the packaging is now drinks ready.
The brief
Until recently Hartridges dealt almost exclusively with the on trade export markets. Widely stocked in the south of the UK pubs, restaurants, sports clubs Hartridges are the behind the bar soft drink of choice. Current routes to market are changing with the brand being featured in several subscription boxes such as the Craft Gin Club with further talks of others in the pipeline and the potential of further high end retailers. Hartridges wanted to rebrand their packaging and online presence to fit a consumer facing market. Hartridges packaging needed to convey family, honesty, a local ethos and a warmer tone of voice that shouts about the humble beginnings of which they are extremely proud.
The idea
The need to inject personality into the brand and elevate the packaging whilst showcasing their heritage. This began with a deep dive into the history and development of their packaging. Delving through the archives to re-love the things they have done well in the past. Hartridges bottles were discovered with beautiful markings, motifs and signage. These markings and features soon became part of the packaging concepts and gave direction to the look and feel for the products. An arched logo was created to echo the old bottles signage and an emblem was formed that now features in foil to adorn the bottle. The lock up of the product logo and description all sits within an arched window that echos the old traditional look of the products to retain its historical heritage. For the backdrop the fruits of the products were created to form the backdrop of the flavours in the form of beautiful hand crafted lino prints by Bronteadamdesign. These designs mirror the Hartridges brand itself in its honesty, values and hand crafted workmanship.
Challenge 1
Conceptualisation and redesign of the oldest independent soft drinks producer in the UK, Hartridges. Reimagining their packaging to both refresh and revitalise the brand whilst retaining the history and identity of the Hartridges company.
Challenge 2
Recreation of the Hartridges logo ensuring it both reflects the existing identity but also works well for the newly created pack design format. Illustration creation and development for the packaging including image manipulation of artist lino prints and our own hand drawn illustrations.
Challenge 3
From sign off the work began to transfer the new brand and packaging designs into all the flavours of the Hartridges product range and artworking and preparing the files for print production at scale and providing support where required.
Step 1
Research the Hartridges brand, it’s wealth of history and historical packaging archives to unearth the past and embrace the beauty of the old.
Step 2
Creation and design of the concepts following on from the gathered research. Present the concepts to the Hartridges family and develop them on from feedback.
Step 3
Dial into the detail with lucious lino prints and hand drawn illustrations to help convey the products brand story, values and products.
Step 4
Create the artwork into all of its various flavours and forms for both the juice drinks and their tonic range. Working all artwork to be print and production ready.
Step 5
Finalise all artwork files and documentation. Sign off on the project deliverables and provide further support where required.
Hartridges
The Hartridge Family
We are thrilled to reveal the new look Hartridge’s Juice Range. Marrying our heritage and love of tradition with our fresh approach to quality soft drinks. So much hard work finally coming to fruition.