At the prestigious German Brand Award, BRITA was named a »Winner« for its corporate design relaunch in the category »Excellence in Brand Strategy and Creation – Brand Design – Corporate Brand.« BRITA, one of the world’s leading experts in drinking water optimization, has comprehensively revamped its brand identity in collaboration with wirDesign, thereby taking an important step in strategic brand development—toward becoming a purpose-driven, global lifestyle brand.
At the heart of the redesign is the brand essence »Genuineness«, which is now consistently translated into a visual experience: authentic, vibrant, and trust-inspiring. The new identity moves away from a purely functional aesthetic and opens up a modern, approachable, and more human brand world. In this way, BRITA creates a consistent, recognizable visual identity that works across all markets and touchpoints and makes the brand a more emotionally engaging experience.
Quote from Maren Huth, Vice President of Global Brand Experience & Strategy: »Together with wirDesign, we have succeeded in responsibly building on the proven strength of our corporate design’s established brand codes and have elevated the design to a new, future-proof level.«
Jury Statement
»BRITA has transformed a mature but inconsistent visual identity into a corporate brand that visibly embodies its strategic realignment. The starting point is the brand essence »Genuineness«, which does not replace familiar brand codes but rather refines them precisely: through clear typography, more emotionally resonant colors, authentic imagery, and a flexible layout system. The brand portal, as a central working tool, ensures that this identity remains applicable worldwide. The resulting clarity stems from the combination of stance, systematic approach, and everyday usability.«
About the German Brand Award
The German Brand Award is one of the most important accolades for holistic brand management in the German-speaking world and is celebrating its 10th anniversary in 2026. The award is initiated by the German Design Council, the leading authority on design in Germany. The German Brand Award honors outstanding achievements across the entire spectrum of brand development. The German Brand Award jury consists of independent experts from the corporate sector, academia, consulting, the service industry, and agencies. Each submission is evaluated based on the criteria of brand quality, brand management, design, and impact.
Link to the online gallery on the German Brand Award website
View the BRITA case study on the wirDesign website: https://www.wirdesign.de/brita
