Brief:
Betta, Australia’s leading independent retail franchise with a 63-year history, sought to modernise its brand image and positioning. Despite a strong regional presence, Betta struggled in urban areas and needed to refresh its image to resonate across Australia’s metropolitan markets. The objective was to appeal to a broader audience while respecting the brand’s heritage.
Idea/Execution
We proposed a streamlined brand identity, simplifying the name to ‘Betta’ and introducing the tagline “Making life better.” This concept highlighted everyday moments where customers’ lives are enriched through technology and quality customer service, using a friendly and accessible tone.
The rebranding featured a custom wordmark that is clean, simple, and balanced, paired with vibrant yellow and blue colours to maintain strong regional recognition. The wordmark is adaptable, sitting inside a yellow container for consistency across touchpoints. The refreshed identity, combined with down-to-earth language, reinforced Betta’s heritage while making it relevant for modern audiences.
