Aqua de Madre is an invigorating water kefir, traditionally brewed in small batches in London. Naturally low in sugar, the beverage offers numerous health benefits derived from the fermentation process. A dedication to the communities that mothers have built throughout history, the name Agua de Madre pays homage to the ‘mother’ culture used in fermentation.

Founder Nicola Hart tasked Chris Chapman with rebranding and redesigning the product. There were two main goals: to communicate taste and to “honour the spirit of the madre”.

“While Nicola was open to a complete rebrand, we felt it was important to keep some of the existing branding,” says Chapman. “We decided to keep the illustration of the madre’s face and the font of the wordmark, as these felt like the most salient features of the branding.

“By jostling these with vibrant colours and nostalgic typefaces, we were able to suggest the drink’s lively taste. And the playfully overlapped ‘stickers’ also reflect childhood joy, hinting at a time spent with our own madres.

“While water kefir is sophisticated in taste, it is a soda-style drink. To reflect this, we used familiar, playful fonts and bright, vibrant colours, setting it apart from alcohol and kombucha.

“Tapping into retro/nostalgia, there is always a risk the result can feel like a pastiche. Overlapping the stickers in a way that threatens to obscure information was important to creating a contemporary feel.”

Credits:
Design and Creative Director: Chris Chapman
Creative Director: Xander Hart
Designer: Anya Landolt
Photographer: Addie Chinn
3D Designer: Seb Hartzell
Director and Animator: Caitlin McCarthy