Chris Chapman
Designer · Creative Director · Head Of Design · Artist
In their own words
Most of the research went into understanding the category, and then deliberately avoiding its tropes.
Taste is hard to visualise, especially with a drink that many haven’t tried. But expressive type can be a shortcut to flavour.
The typefaces aren’t meant to sit quietly together – they overlap, they compete for space. It’s what gives the brand its fizz.
What I’m most proud of is how joyful the brand feels, and how confidently it steps outside category norms.
Overlapping the stickers in a way that threatens to obscure information was important to creating a contemporary feel
There were two main goals of the design: to communicate taste and to honour the spirit of the Madre.
By jostling vibrant colours and nostalgic typefaces together we were able to hint at the drinks’ lively taste.
We chose to reflect the mother through memories of childhood.
We decided it would be a good idea 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.
The ICA is and has always been a progressive institution that brings together the different and new.
Articles & interviews
- "October's Top Industry News and Key Appointments Unveiled"
Creative Boom’s October 2025 'Booms & Shakes' roundup highlights major agency appointments, client wins, and new studio launches across the global creative industry. M+C Saatchi, New Commercial Arts, and W+K Amsterdam secured major accounts, while leaders like Lisa Carrana and Marina Ammirato took new roles. The article also spotlights new ventures such as Playmaker Creative Club and Studio Deakin, reflecting a confident and expanding design sector.
- Chris Chapman Revitalizes Agua de Madre Identity with Joyful Typography
Designer Chris Chapman reimagined the identity for East London-based water kefir brand Agua de Madre. The new branding embraces maximalist typography, nostalgic references, and vibrant color to capture the drink’s effervescent and joyful character. Retaining the original smiling ‘madre’ logo, Chapman balanced heritage with expressive modern design to stand apart from minimal health drink aesthetics.
- New Logo & Branding for Agua de Madre by Chris Chapman
BP&O features a bold rebrand of London-based water kefir brand Agua de Madre by designer Chris Chapman. The new identity embraces maximalism through layered sticker motifs, vibrant colors, and a mix of retro-inspired typefaces, while retaining the brand’s original wordmark and Madre illustration. The result is a joyful, tactile, and contemporary visual system that redefines health drink branding.
- "AI Jesus Offers Shopping Advice in Easter Art Project"
Creative Boom reports on 'AI Jesus', an interactive online art project by artists Ben Polkinghorne, Zach Bishop, and Chris Chapman. The experience lets users video chat with a generative AI version of Jesus who delivers poetic responses and product recommendations, satirising the commercialization of spirituality. The project blends humor, technology, and social commentary to provoke reflection on faith and consumerism.
- Agua de Madre Unveils Nostalgic Branding Celebrating Mother Culture
The article profiles London-based designer Chris Chapman’s rebrand of Agua de Madre, a sparkling water kefir brand. Drawing on childhood nostalgia and the drink’s ‘mother culture’, the identity uses a mix of vibrant colours, eclectic typefaces, and sticker-like graphics to convey playfulness and taste. The result is a joyful, contemporary brand that stands out in the health drink market.
- Probiotic Drink's New Branding Honors Mothers Globally
Creative director Chris Chapman of Chapbook has rebranded London-based probiotic drink Agua de Madre, refreshing its identity while retaining key visual elements like the Madre illustration and wordmark. The new look uses vibrant colours, nostalgic typography, and playful sticker motifs to evoke joy and celebrate motherhood. The project reflects the brand’s mission to support both gut health and female-focused causes.
- Chris Chapman and co create an exciting typographic identity for the Institute of Contemporary Arts
Chris Chapman, alongside David Kolbusz, Rebecca Lewis, and Beatriz Cóias, developed a bold typographic identity for London’s Institute of Contemporary Arts. The project features a custom cut of Dinamo’s ABC Maxi typeface and a vibrant, digital-first color palette. The rebrand reflects ICA’s progressive and inclusive cultural legacy through playful, confident design.