Brita Plus
Brand Extension study resulting in a proposal of a new line of filters + Profit Expansion Model.
Context
Deliverables
Brita Plus was conceptualized and developed as a brand extension project for Brita.Gmbh by a team of two Industrial Designers from RISD. The goal behind the project was to build on Brita's existing line of products and increase their revenue while working within the constraints of their existing brand identity and image.
Analysis of Brand Brita
User Research
Defining new opportunities
Product concept development
Revenue impact analysis
Outcome
Brita Plus is a brand extension that takes forward Brita's mission of providing clean, great-tasting water to its users enabling a healthy life. It provides fortified water to users ensuring they stay healthy by getting all their nutritional needs and are hydrated in the process.
Process Overview
The team behind Brita Plus worked by keeping the user at the core of our product development process keeping in mind the established brand Brita, its current user base and their priorities. Understanding the brand, its values and the overall objective lead us towards creating a new line of products which would seamlessly integrate into the existing ecosystem with a minimum capitalization of existing products.
My Role
The team shared common responsibilities of research and concept development at every stage. My specific responsibilities included analysis and synthesis of research, SWOT analysis as well as graphic creation.
Process
Mind mapping
Research Overview
The team conducted thorough research for this project consisting of a deep understanding into Brita, their competitors in the market, and the world of water filters through a variety of primary and secondary research. We also interviewed and surveyed over 75 consumers to get a deeper understanding of their needs and changing habits to gauge expectations.
Understanding Brand Brita
Water Filtration Market
The market for water purifiers has gained immense traction in recent years due to an awakening towards healthier living and the importance of drinking, clean water.
Consumer Insights
Key insights brought forth during our research which guided our concept development process. The behaviour, habits, lifestyles all varied but their want to strive towards a healthier life was common.
initial
ideation
Through our research, we saw many opportunities to explore to further Brita’s image and identity into a new market. Both of us made 30 sketches of possible extensions for Brita, ranging from physical products to services that we believe Brita has the experience and reputation to successfully execute.
Top three concepts
After careful deliberation and active user feedback, we refined our ideas and narrowed down on our top three concepts for further exploration.
Selection of Brita +
Based on user feedback and the viability of the concept, we decided to move forward with Brita Plus because it fits strongly with Brita’s current brand image and mission. What Brita really provides to their customers is peace of mind, and this powerful feeling of security can be expanded from water purity into nutritional needs. We also felt this concept had the best possibility to capture unfiltered water drinkers who might try Brita Plus for more convenient and painless vitamin delivery working towards a healthier life.
Brita+
Design
Brita Plus design and development process involved not just the filter but also re-designing the vessel. Form explorations to create a pitcher and bottle which fit the new product line.
Brita + product line
One for everyone!
Brita is a brand which caters to many different lifestyles, and Brita Plus will provide each of them their nutritional needs. A wide range of customized offerings, not just generic vitamins, will give everyone a Brita Plus Filter that fits them. A specialized base combination of vitamins and minerals, Brita Vitamix, is at the core of it all.
Water flow
Brita + filters go beyond just filtering water, they enrich the water along the way and indicate to the user once they are exhausted.
Pricing Structure
The pricing structure of the Brita + line of products, enabling wider access and ensuring greater profits.
The Brita Plus range of products is priced keeping in mind Brita's current offerings and justifying the slight increase in price with the added value of nutrition. The pitcher filter is priced at $6.99 and the bottle filter is $4.99, both $2 dollars more than the original. The pitcher is priced at $22.99 and the bottle is priced at $17.99, both similar to current offerings.
Distribution
Market introduction, acquisition and expansion of a Brita + as a new product segment.
Brita Plus, though being a totally new product, incorporates similar production techniques as a Brita filter, limiting the amount of initial capital required for R&D. Brita can continue to use their established network of distributors, suppliers, and retailers to introduce Brita Plus. Sales are not limited to just physical stores, a combination of sales both online and offline will enable Brita to target an expanded audience. Online sales can be grown from just online retailers to now to the new personalized Brita Portal on their website.
Brita+ Portal & App
The Brita Personal Portal and mobile application are new platforms we would be introducing alongside Brita Plus filters. The portal is a one-stop-shop for all our customer's hydration and nutritional needs. The portal aids users in the pursuit of a healthy life by offering features like automatic re-ordering, as well as tips and guidelines to get the most of the product.
Brita Plus Tips
Usage Calender
Brita Plus Desktop Portal
Brita Plus Alert Notifications
One-Click Reorder
Brita Plus Alert Notifications
One-Click Re-Cycle
Mobile App Notifications
Mobile App Notifications
Overall Consumption
User Consumption
User Profile
User Consumption
Mobile App Home Screen
Scroll Page
Reminder Notifications
Final thoughts
Brita Plus can change the way users stay healthy by ensuring consumers get all their nutritional needs and are hydrated in the process. Brita plus ensures a continued relationship between Brita and their users by answering a critical need and helping them stay relevant. A totally new product category, Brita Plus will redefine nutrition and personal wellbeing, so Brita Plus will ensure a healthier future not just for the users but for Brita as well, and that's a plus!