BRITA: Drink better. Do better.
Winner
Excellence in Brand Strategy and Creation
Brand Design – Corporate Brand
Details
BRITA has transformed itself from a functional brand into a global lifestyle brand. At the heart of the brand relaunch is BRITA's brand essence of “Genuineness”: the authentic, the vibrant, the inspiring, and the trust-building. Familiar brand codes remain, but have been modernized and emotionally charged: striking typography, vibrant colours, authentic imagery, and handwritten accents. The result: a modular, globally scalable design system — clear, flexible, inspiring — supported by a digital brand portal as the “home of the brand.” A brand identity that touches and inspires.
The Jury‘s Statement
From an organically grown, inconsistent presence, BRITA has shaped a corporate brand that visibly carries its strategic repositioning. The starting point is the brand essence “Genuineness”, which does not replace familiar brand codes but refines them precisely: through clear typography, more emotive colour, authentic imagery and a flexible layout system. The brand portal secures the global applicability of this identity as a central working tool. Its distinctiveness stems from the connection between attitude, system and everyday usability.
