Bringing a Legacy Brand into DTC
The TLDR;
Brita needed more than a website refresh. They needed to turn a legacy brand into a direct-to-consumer experience. I joined to redesign the site from the ground up, helping them transition from third-party retailers to a high-converting digital storefront built to scale.
Challenge
Brita needed a true DTC foundation — not just to sell filters, but to modernize their digital presence and own the full customer journey.
Here’s what we were up against:
- The brand site was static, not built for shopping or conversion
- No UX for subscriptions, product bundles, or direct checkout
- Limited brand storytelling beyond basic product specs
- No clear path to turn one-time buyers into loyal customers
Solution
Rebuilt the site for direct to consumer: We created a modern e-commerce flow from scratch; product detail pages, cart, checkout. Everything designed to convert, scale, and tell a more human story.
Designed for buyer confidence: We focused on ease, clarity, and trust, especially around the long-term value of filtration systems.
Elevated the brand experience: Clean UI, smart hierarchy, and flexible layouts gave Brita a fresh visual language that matched their category leadership.
Built for internal scale: We delivered a systemized design approach that made it easy for Brita’s team to maintain and evolve the site post-launch.
“Rachel is an effective communicator and diligent designer with a particularly keen eye for modern, clean deliverables that elevate the brands she works on and fit seamlessly within the design brief. She was great to liaise with on Brita.com DTC site refresh and would highly recommend her to anyone looking for an addition to their design team.”
Outcomes
Post-launch data showed a strong lift in product engagement.
Users were guided through key value props and use cases instead of overloading them with data.
Key Takeaways
