Better is a plant-based, all natural, indulgent food brand that believes that healthy doesn’t need to be boring. They’re a new brand, with a big goal, aiming to tell the story of their brand and products in a structured, systematic manner.

Unlike most of our other projects, the Better team approached us when they had a logo + a label for their spreads. What was missing was a brand strategy & brand positioning. We worked closely with the founders to build an essence for the brand so that it can scale across various print and digital touch points - by staying fresh and vibrant!

We set out to strategically define the brand purpose and the brand narrative. This then informed our design for the brand visual language and the website.

The project started in the initial months of the Covid-19 lockdown in India. As a result, a majority of the project came to life remotely, through online workshops, presentations and other online channels.

Following a remote brand workshop, we used this framework to distill the outcome.
This helped us structure the cultural and behavioural shifts that are currently driving the brand, and arriving at the brand purpose.

People’s behaviour towards food :

People are eating more, but not
necessarily better.

The tension that this creates :

Better-for-you food, carries a negative halo that keeps people from truly enjoying it as food is meant to be.

The insight from this cultural shift :

We want to eat better, but better-for-you foods don’t necessarily make us feel happy.

And so the brand belief is that :

Only foods that make us truly happy are easily adopted and integrated into our lives.

The purpose :

Better exists to create happy alternatives to the world’s food.

Brand Purpose

This became the core idea around which the communication and the visual assets for the brand were designed.

Photography

Photography by Daniel Shechter

Finding the delight in showcasing the colours and textures of the product - drawing from makeup swatches.

The images were directed to capture happiness and indulgence. The bright vibrant colours reflected the packaging and added to the delight factor of the visuals.

Graphic Elements

A set of swashes and lines we designed to complement the photography and grow into the larger brand language. The colours and the textures of these brush strokes were inspired by the actual spreads.

The typeface Zooja Pro was chosen to pair with these elements as well as reflect the handwritten style on the packaging.

Better’s range of spreads is each with unusual flavours and surprising textures compared to other brands. What each spread does, is pair with a range of other food to create inspiring and unusual combinations.

They take away the mental labour of making food exciting and imaginative. This particular advantage of the product led to the campaign idea :

The idea for the campaign was to visualise the better spreads as jars of imagination to capture the essence of each variant.

Each variant had its own visual, designed with a mix of colours, ingredients and textures inspired by that spread.

The system of the jar outline further extends to capture even abstract senses and feelings.

Instagram

Press Kit

We designed a ‘Better box’ as a press kit introducing the brand and the four spreads through an imaginative snacking kit.

Along with the spreads, the kit also contained a pack of Chickpea Crisps and a ceramic knife and platter. These were accompanied by beautifully illustrated recipe cards to complete the snacking experience.

Designed as a part of the Better Box unboxing experience, these recipe cards were easy prompts to get one started with trying out the spreads. Each card had a unique recipe that uses one of the spreads, complete with detailed illustrations of the ingredients as well as the final dish.

Website

The website was a DTC ecommerce site, with the online store. The flow and the visual language were designed to extend the brand story and philosophy to the site as well.

CLIENTS' SPEAK

Keertida & Karan

Better, India

Project Credits

Strategy & Creative Direction : Anushka Sani
Project Management : Nishita Mohta
Strategy : Disha Pinge
Design Lead : Jyothi Iyer

Creative Team : Ganesh More
Copy : Mukul Soni
UI/UX Design : Rohit Dasgupta, Farshogar Vazifdar
Photography & Styling : Daniel Schecter