Corporate design
Brita

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Corporate design for BRITA – Digital First & Global

Starting point

BRITA is a world-renowned brand for drinking water optimization. However, the corporate design had become outdated:

  • Complex and difficult to translate into the digital world.
  • Fragmented and inconsistent across various touchpoints.
  • Brand values such as sustainability and responsibility were not clearly tangible.

Challenge

To remain future-proof in an international competition, BRITA had to align its brand presence as digital-first and develop a corporate design that is globally scalable and emotionally engaging.

Our role

We were commissioned to redefine BRITA's corporate design. Our goal: to make the brand clearer, more consistent, and digitally compatible – without losing its history and strength.

Solution

  • Digital First Design System: Development of a visual system that scales on digital platforms and functions intuitively.
  • Reduction & Clarity: Simplification of complex design elements, creating a clear visual language.
  • Global Consistency: Uniform application across all touchpoints and markets.
  • Making sustainability visible: Imagery and tone of voice convey the brand’s ecological responsibility.

Success

  • Digitally compatible brand: BRITA was able to seamlessly implement the CD across analog and digital channels in parallel.
  • Consistency across all touchpoints: From website to POS, from app to packaging.
  • Global applicability: A design system that works in all markets.
  • Focus on sustainability: The brand clearly positions itself as responsible and future-oriented.

Conclusion

With the new corporate design for BRITA, Human Centric Branding has created the foundation for a digitally and globally successful brand. A system that strengthens the brand, makes its values tangible, and positions it clearly for the future.

Case highlights:

Orientation

1. Stock-Take

It all starts with a precise analysis: where does the brand stand today? What messages is it sending—and do they actually land with the intended audiences? We make visible whether external perception matches internal intention.

2. Exposing Communication Gaps

SENSUS reveals where communication between brand and consumer breaks down. Which signs, codes or messages are missing their mark? Where do misunderstandings or misinterpretations arise?

3. Cross-Channel Perspective

We examine the brand across all relevant channels—digital, analogue and direct contact—ensuring messages are consistent throughout.

4. Collaborative Approach

Our approach is cooperative: we don't impose solutions, but work together with all relevant stakeholders. By involving everyone, we create shared understanding and broad acceptance of results—driving change processes that are supported by all.

5. Foundation for Development

The outcome is a clear, holistic picture of the status quo. On this basis, strategic decisions can be made and brands developed with purpose—with clarity, commitment and clear direction.