From Research to Retail: How Brita’s Color Strategy Came to Life

Brita’s long-term color portfolio and SKU rationalization strategy

To reimagine Brita’s iconic pitcher line, I led the development of a new color portfolio designed to drive excitement, brand relevance, shelf breakthrough and long-term SKU optimization. With a 3+ year shelf life in mind, we created both evergreen and in-&-out palettes rooted in trend forecasting, brand identity, and deep consumer research.

We began with a competitive audit, then partnered with Pantone’s agency to explore future-forward color directions. Working closely with our Consumer Insights lead, I drove a rigorous, multi-phase research plan — combining prior conjoint analysis with TURF studies across shopper segments and retail channels and optimized for reach and preference. Each option was evaluated in context against packaging design and how it would appear on shelf within key retailers.

Results: A strategic, insight-driven color portfolio designed to flex across channels & retail partners, and cue product tiers — bringing consistency to Brita’s visual identity while enabling channel differentiation and minimizing price scrapping, particularly in eCommerce environments like Amazon. Launching in Feb 2026.