Bettr

BETTR is a coffee brand devoted to social impact and ethical practices. It was struggling to market itself in a market crowded with greenwashing and reputation-laundering. To make BETTR’s voice heard and understood, we leveraged the normally taboo topics of honesty and imperfection. Our new brand positioning—SCREW PERFECT MAKE IMPACT– was inspired by Bettr’s own humble can-do beginnings. It reminds us that we, as consumers and businesses, don’t have to be 100% perfect all of the time, but we can always be 100% Bettr.