The Bettr Group, a Southeast Asian coffee company, and the region’s first certified B-Corporation has unveiled a new brand identity, including a redesigned Bettr Group logo. This rebranding initiative underscores the company’s dedication to ethical and sustainable coffee production, aligning more closely with its values of environmental responsibility and social impact.
The previous logo, featuring a lowercase typeface within a circular frame, presented challenges in terms of conceptual depth and visual impact. The new design, however, marks a notable improvement. It features an all-uppercase type treatment, creating a balanced and visually appealing look. The logo’s standout element is the distinctive “TT” ligature in “BETTR,” adding a unique touch to the simple wordmark, enhancing its recognizability and appeal.
Beyond the aesthetic changes, the Bettr Group’s rebranding is deeply rooted in a compelling brand story that resonates with authenticity. The narrative acknowledges humanity’s collective impact on the planet, with the brand committing to actionable steps within the coffee industry to mitigate these effects. Rather than claiming to solve global issues single-handedly, the Bettr Group focuses on contributing positively and making the world “100% Bettr.”
Typography plays a crucial role in this new brand identity, with Job Clarendon chosen as the primary typeface, contributing to the brand’s earthy and authentic vibe. The color palette, dominated by shades of brown and yellow, underscores the brand’s connection to nature and sustainability, reinforcing its commitment to ethical practices.
A novel addition to the Bettr Group’s branding is the introduction of mascots. These characters, each with their unique quirks and imperfections, symbolize the human aspect of striving for betterment. This approach adds relatability and humor to the brand and makes it more approachable to consumers. The mascots, featured on various brand materials, including merchandise, bring the brand’s story to life in a tangible and engaging manner.
The blend of improved design elements with a powerful narrative and engaging mascots positions the Bettr Group not just as a coffee company but as a catalyst for positive change in the industry. The new branding is a bold statement, highlighting the company’s commitment to making the world a better place, one cup of coffee at a time.
