Bettr coffee has always marched to the beat of its own drum.
Founded in 2011, they were early pioneers as Singapore’s first certified B Corp.
But being trailblazers isn’t easy, and keeping messages of social good and environmental stewardship interesting takes creativity.
Irene, Rory and Kwok would be the first to admit they’re far from perfect.
In fact, messing things up is kinda their specialty.
But what these quirky comic characters lack in polish, they more than make up for with passionate hearts for the planet.
You see, these scrappy protagonists are the stars of Bettr Coffee’s bold new rebrand.
For over a decade, Bettr has been brewing up more than just perfectly crafted cups – they’ve been pioneering sustainable practices across Singapore.
But convincing others to care about saving the environment isn’t easy. Preachy messages fall flat, and spotless imagery feels completely removed from real life.
According to their official website, their multifaceted endeavors encompass a range of offerings.
These encompass not only comprehensive beverage education and specialty coffee products for both retail and wholesale purposes, but also the provision of extensive event services for corporations on a large scale.
In addition, the brand operates a network of retail coffee bars throughout the entire island, utilizing their presence as a catalyst for fostering positive social impact within the community.
To advance this noble mission, Anak, an esteemed member of the Mother family of advertising and design agencies, has ingeniously crafted a captivating new identity for the organization. This creative endeavor seeks to revolutionize the discourse surrounding sustainable brands by adopting a fresh and invigorating approach.
Lee Hanyi, the ingenious creative partner at Anak, observes, “The realms of social impact and sustainability have conventionally been portrayed through the lens of cheerful mascots, saccharine do-gooders, and idyllic utopian ideals.
This has inadvertently created a significant disparity between the brand image and the gritty realities of everyday life.
Assisting the planet in its time of need is an arduous, messy, and intricate undertaking.
The revitalized Bettr brand proudly celebrates the realm of social enterprises in all its imperfect glory, motivating individuals to embrace imperfection and proactively make a meaningful impact.”
The brand’s revitalization is characterized by the incorporation of a couple of contemporary design trends, epitomized by the utilization of nostalgic typography and endearing illustrations.
However, the illustrations transcend the confines of mere mascots, as they have been thoughtfully conceptualized to inhabit a fictional universe that embodies the essence of Bettr’s flawed yet relatable characters.
These individuals embody the spirit of change and serve as the driving force behind the brand’s transformative journey.
The immensely talented Freda Lai, senior designer at Anak, has masterfully brought these characters to life through her captivating illustrations.
This imaginative world permeates every facet of the brand’s touchpoints, adorning packaging, the website, and various social media platforms, as well as finding expression in the form of stickers and rolls of tape.
Accompanied by witty and engaging copy, these illustrations and narratives seamlessly communicate the dual benefits of coffee and sustainability.
Ultimately, this innovative approach offers an entertaining medium through which to address the weighty subject matter, representing a significant evolution in the manner in which brands choose to engage with the concept of sustainability.
