Bettr
Anak• Date added
• Date added
Established in 2011 as Singapore's first B Corp company, Bettr is committed to social impact and sustainable coffee. Over the last decade, Bettr has been a leading coffee trainer in Southeast Asia, focusing on helping underprivileged communities facing family issues, income insecurity, and incarceration. The company actively supports ethical coffee farming practices in the region, building long-term relationships with farmers through direct purchases at above-market prices.
Singapore-based branding and design practice Anak rebranded and created a new identity design for Bettr to differentiate it from other sustainably branded businesses by leveraging the power of imperfection.
Client
Bettr
Year
2023
Creative Director
Hanyi Lee
Copywriter
Pan Jie
Graphic Designer
Freda Lai
Typefaces in Use
Bettr faces challenges in a world filled with deceptive practices like greenwashing and pinkwashing, making it difficult to stand out in a market where false sustainability claims are widespread despite their positive contributions.
Unlike brands that only showcase corporate social responsibility credentials, Bettr, fully committed to social impact, openly acknowledges the journey's challenging, imperfect, and often overwhelming nature. The central idea revolves around the notion that nothing will ever be 100% perfect, but always striving to be 100% Bettr.
To bring the concept of imperfection to life, Anak created a motley group of imperfect creatures inspired by Bettr's daily struggles and the struggles faced by the people they help. Though plagued by anxiety, burdened by work, and idealistic to a maddening degree, these creatures continue to strive for a world that's 100% Bettr. The raw, loose-edged illustration style and hand-drawn lines further emphasise the brand's acknowledgment that their work is an ongoing process.
The illustrations bring the gritty yet funny realities of doing good to life. For instance, Mervin's liquid trickle serves as a visual metaphor for anxiety, while Debs embodies the walking, juggling struggle between self-doubt and self-confidence. Sheldon's highly impractical form represents the necessary naivety and optimism required to attempt to make the world Bettr. The hand-drawn, loose-edged style and rough textures convey imperfection not as problems but as a continual work-in-progress.
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