Cute mascots. Saccharine do-gooders. Utopian futures. There’s a huge gap between what sustainable brands promise and the gritty reality of making real impact. Bettr is a B Corp coffee brand that doesn’t shy away from the grit, sweat and tears; its new brand system celebrates the work of doing good in all its messy imperfect glory.
The Bettr style blends a loose-edged illustration style for its characters with a bold unfussed wordmark set in a customised version of Italian Plate No1. The pairing creates a world that’s unfiltered, rough around the edges, and very much a “work-in-progress”. Job Clarendon by David Jonathan Ross was used for the headline typeface to convey the feeling of letterpress posters, which highlight the brand’s social advocacy ethos. Paired with Agipo by Radim Peško for a playful touch.
