Reframing BRU

BRU is one of Belgium’s most iconic sparkling water brands, known for its signature ‘pearl’ bubbles and refined taste that pairs well with food. Despite its historic ties to restaurant culture, the brand had gradually lost its presence by following category codes that left it feeling distant and cold. 

WeWantMore was tasked with repositioning the brand as Belgium’s sparkling water of choice for every moment at the table. The insight was simple: we stopped designing for the shelf and started designing for the table. A bottle that belongs in the moment, one people are proud to pour from and choose to keep out rather than clear away. 

Finishing Touch for the Table 

The rebrand repositions BRU as the finishing touch for the table, a deliberate choice for those who enjoy the finer things in life. Built around the rituals of moments around the table and hosting, BRU is the finishing touch on your table that marks the start of an intentional moment together. Not a brand that competes on what's inside the bottle, but one that understands what putting it on the table says about you.

The Finer Things

WeWantMore delivered a complete identity system spanning the full packaging range and refreshed brand world. Designed for those who value the table and the people around it, every detail is crafted to complement rather than overwhelm.

Looking back into BRU's own archive, gold was reintroduced as a warm, ownable brand asset. More crafted, less clinical. The palette softened around it, and typography reimagined classic fine dining cues in a modern, pared-back way. A nod to the past, not a retreat to it.

Central to the redesign was the reinterpretation of the stag. Previously a flat vector symbol, it was re-illustrated in-house with a new rearing poise full of pride and a touch of eccentricity.

BRU's finest detail, the pearl, moved from the background to the heart of the label, literally. The new label steps into a cigar-band shape with the pearl seated at its heart. Pearl forms reappear through the system, present in the detail from the hills the stag stands upon to off-pack communication.

A fresh identity for BRU, designed to belong on the table, not disappear from it.