BRITABrand sharpening, corporate design evolution, and global brand management

Corporate design relaunch
Brand story
Brand management system
Brand implementation

Brand sharpening, corporate design evolution, and global brand management

BRITA is transforming: from a functional brand to 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 trustworthy. This principle shapes the corporate design refresh: clear, flexible, and full of personality. The new visual identity takes BRITA from the technical to the human aspect, shows attitude, takes a stance, and creates closenes.

BRITA's corporate design evolution preserves familiar brand codes with high recognizability while modernizing the brand. This balance is the particular strength of the new look.

The result: a design that touches and inspires the target groups—clear, flexible, globally scalable.

Clear typography, vibrant colors, and authentic imagery make the brand approachable. Scribble elements and handwritten accents add sentiment and the human element to every presentation. The result is a visual language that embodies authenticity, inspires, and is understood globally. A modular layout principle creates order without rigidity, scaling from OOH to social media. The entire visual identity brings BRITA's Genuineness to life.

At the heart of this transformation is the Brand Management System – the digital home of the brand based on our wirHub. This is where the new corporate design lives: as an inspiring, clearly structured space where all brand principles, guidelines, and assets come together. Teams around the globe find both guidance and creative freedom here. This is how BRITA can be experienced at every touchpoint – consistent in design, flexible in application, and vibrant in expression.

»The brand portal has taken our brand work to a new level – not just within our team, but globally across the entire company. Designers, marketing managers, and sales teams can find exactly what they need – in an inspiring design, with a clear structure and direct applicability. We have found that the brand portal generates enthusiasm for the brand – it motivates, strengthens identification, and helps to implement our brand principles consistently worldwide.«

Carolin Losgar
Global Brand Management at BRITA Group