New branding for probiotic drink celebrates mothers everywhere

Agua de Madre is a water kefir traditionally brewed in small batches in London. Naturally low in sugar, this sparkling beverage offers numerous health benefits derived from the fermentation process.

Firstly, it's naturally low in sugar. Secondly, it's packed with billions of live cultures, which means it is good for your gut health. Indeed, the name itself, which translates as 'water of the mother', pays homage to the "mother" culture used in fermentation.

At the same time, Agua de Madre supports real-life mothers, too, as the company gifts one percent of profits to female-focused charities every year.

The brief

Founder Nicola Hart tasked Chris Chapman with rebranding and redesigning Agua de Madre, to create a multigenerational product which people would be inspired to drink.

Hand holding a silver can of Agua de Madre water kefir with lemon ginger flavour against a bright yellow background

A collection of Agua de Madre water kefir bottles and cans with vibrant red and blue labels on a coral pink background

Several cans of Agua de Madre water kefir with colourful sun and fruit labels arranged on a blue background, alongside a glass of the pale yellow beverage with ice

Cardboard packaging boxes for Agua de Madre water kefir with blue text and orange accents stating "Like Kombucha But Delicious" and "Naturally Invigorating

Yellow Mercedes van with Agua de Madre promotional billboard featuring a hand holding a water kefir can with "Like soda but good for you" text on vibrant background

The rebrand had two main goals: to communicate the drink's taste and to honour the spirit of the mother.

As Nicola explains, "When I founded Agua de Madre in 2017, I wanted not only to create a delicious drink that was good for people but also to encourage Madres to shine in all forms, nurturing our guts and our communities along the way."

Visuals and logo

While Nicola was open to a complete rebrand, Chapman felt it was important to keep some of the existing branding, particularly given how phased the rollout of the new branding would be.

Agua de Madre water kefir jar with red label next to a glass of golden liquid held by a hand against a bright yellow background

Hand pouring Agua de Madre water kefir from a glass bottle into a clear glass against a vibrant red background

Hand holding a bottle of Agua de Madre water kefir alongside a jar and glass of the golden-coloured probiotic drink against a vibrant multi-coloured background

Colourful branding for Agua de Madre water kefir featuring text labels like "Naturally Invigorating", "Water Kefir" and "Blood Orange Bitters" with illustrated fruit and leaf imagery

Classical female statue in a formal garden holding Agua de Madre bottles, with manicured hedges and terracotta palace building behind

"We decided it would be a good idea to keep the illustration of the Madre's face and the font of the wordmark," he explains, "as these felt like the most salient features of the branding.

"By jostling these with vibrant colours and nostalgic typefaces together, we were able to suggest the drinks' lively taste," he adds. "And the playfully overlapped 'stickers' also reflect childhood joy, hinting at a time spent with our own madres.

Typography and colour palette

While water kefir is low in sugar and sophisticated in taste, it is a soda-style drink. To reflect this, the team used familiar, playful fonts and bright, vibrant colours, helping to set it apart from alcohol and kombucha.

Hand holding a can of Agua de Madre water kefir alongside its packaging box featuring blue and coral branding on a vibrant pink background

Collage of Agua de Madre branding showing bottles, packaging and marketing materials with bold orange, pink and blue colours and playful typography celebrating the probiotic water kefir drink

"Tapping into retro or nostalgic themes, there is always a risk that the result can feel pastiche," notes Chris. "Overlapping the stickers in a way that threatens to obscure information was important to creating a contemporary feel."

Overall, this was a happy project, says Chris. "Everything about this rebrand and the mother-led team behind it was so positive and joyful, and I believe that comes through in the work," he enthuses.

The client was happy, too. "Chris's rebrand has captured all that I was aiming for when I created Agua de Madre," says Nicola. "The excellent design work has brought out the retro feel and the fun, elevating it beyond the classic to add a super edgy contemporary spin."