Brita Brand Refresh

Designing Brita's bolder voice

Role: Freelance Creative Director (Art)

To signal its commitment to reducing plastic waste and “make water better for people and the planet,” we helped Brita transform its brand positioning and visual identity. Their in-house design team began with a logo redesign, but then our agency team at McGarryBowen stepped in to fully express their new brand positioning with an expanded design system. At the core of this was the concept of “the ripple effect” — the notion that big changes start with small acts.

A new brand purpose and personality

We opened the brand book by establishing Brita’s new brand purpose and bold personality to match.

A new way of speaking

We developed guidelines on how a bolder Brita would speak and engage audiences in a variety of contexts. Its voice could get louder and bolder, depending on the brand’s communication needs.

A fresh new look

Bolder accent colors and typographic treatments offered new expressive possibilities. We also took the “ripple effect” concept, inherent in the new logo, and complemented it with photographic and illustrated textures.

Visuals that make an impact

To give the feeling of impact and the “ripple effect,” product photography is treated in a bold, dynamic way, paired with ripple elements. Lifestyle photography is also infused with this bold energy, whether it’s telling an intimate product story or a global impact story.