Hey, Creatives! Harrogate & The Royal Albert Hall is inviting you to design an eye-catching, culturally rich limited-edition label for Harrogate Spring Water to celebrate the 150th anniversary of the Royal Albert Hall. We spoke with the Harrogate team to get some exclusive insights on what they are looking for in their Creative Brief. Check out their responses below to help you develop your designs and be sure to take a look at the Brand Guidelines in the brief for inspiration!

TH: How would you like to see Creators capture the relationship between Harrogate & The Royal Albert Hall and why is it important for these bottle designs? 
The Royal Albert Hall and Harrogate Spring share a rich heritage as well as a passion for quality and excellence. Whilst it’s the Hall’s 150th Anniversary, it’s also 450 years since the first spring well was discovered in Harrogate in 1571. Both our brand colours exude a sense of heritage and quality which designers may wish to use in their contemporary design. 

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TH: Is there anything about Harrogate or The Royal Albert Hall, that the creators should know before they start their designs?
Harrogate: Both Harrogate as a town and the Royal Albert Hall are known for their beautiful architecture which some designers may wish to consider in their designs.

TH: In more detail, what do ‘eye-catching, culturally rich’ designs mean to you? 
We’re looking for a design that would entice people to choose our bottle on the shelf. Something visually beautiful with notes that instantly link the association between Harrogate and RAH. Whilst we’re looking for a design to stand out, the design can’t be too busy so to detract from the Harrogate Spring logo and must clearly reflect differentiation between still and sparkling. 

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TH: Are there any particular elements or nuances you would like to see on these designs? 
Harrogate: The inclusion of the 150th Royal Albert Hall logo, colour and movement is encouraged whilst being mindful of keeping the brand identity of both Harrogate Spring and RAH as part of the design  

TH: What is the ideal style you look for in a submission or do you have any visual inspirations you think would help? 
We don’t want to stifle creativity so we’d rather leave the style to your interpretation.  However, we’d like to see designs that reflect the classic, premium appeal of Harrogate Spring

TH: What would a perfect submission look like? 
One submission which includes both the still and sparkling flat labels side by side. This makes it much easier for us to clearly review the differentiation between the two labels. The inclusion of the bottle mockup is also really useful to see how the label will look from different angles.

TH: Is there anything that would feel off-brand or off brief that creators should know about before starting their design?
Whilst we encourage the use of colour, making the design still recognisably linked to both brands should be carefully considered.

Submissions for the Harrogate Creative Brief close on April 6 at 5 pm London local time. Hurry, don't miss out!