Better Bet (formerly known as alt foods) is an award-winning brand
in the plant-based food industry dedicated to providing delicious, sustainable and nutritious 100%
plant based products.
REBRANDING + STRATEGY + IDENTITY + PACKAGING
The idea for the company was born out of the founders’ struggles to find great-tasting non-dairy products that could be used in a variety of ways. As the brand behind the world’s first plant-based millet drink, Better Bet has now become synonymous with innovation in the plant based sector.
They approached us to refresh their brand as a whole, as they looked to evolve their positioning in the industry. We worked closely with the team to understand their vision and values, and accordingly built a visual identity and brand language for them to take forward across categories.
Featured in
As awareness around plant-based alternatives grew, the category became increasingly crowded. New brands entered the market almost every day, and most of them were saying the exact same things.
Despite having a genuinely unique product offering, Alt Foods found itself in a sea of similar claims. Consumers struggled to understand the real benefits of the products, what made them different, and why they should choose Alt Foods over any other brand on the shelf.
Challenge
To create products that are better for both people and the planet.
Alt Foods believes that ingredients should support your wellbeing without compromising on taste, quality, or natural composition. The goal is simple:
make food that feels good to consume and good to believe in.
Purpose
Goal
People don't buy into products they don't trust.
For Alt Foods, the way forward was twofold.
First, build a brand that could carve out a distinct position in an increasingly cluttered category. And second, communicate the brand's purpose with complete transparency, cutting through industry jargon, exaggerated claims, and marketing fluff.
The objective was not just to sell plant-based products, but to build trust.
By making the brand easier to understand and its intentions impossible to question, Alt Foods could become the choice instead of just being an alternative.
No longer an 'alternative'
But a 'better' choice for you!
Refreshed
Identity
"The mission began with creating mouth-watering, nutritious, plant-based options that can be easy alternatives for users to switch to. But why stop at being an ‘Alt’ when we should be the choice?
Our mission has now evolved; we’re innovators and we work towards creating food products that are the better choice for every user instead of being an alternative. We are the ‘Better Bet’ for you. Using the choicest beneficial ingredients and delicious flavour combinations, we’ve introduced the fun and comfort in choosing these products to live a better life!
Well, why are we not the best bet? We believe that every product has a scope to be reimagined for the better and that’s where we are headed. For each consumer, best could mean different things and we aren’t the ones to define that for them. We aim to introduce products that are better for your health, for your lifestyle and for the planet."
The B became the base for the brand; a bold structure that can be recognised instantly at any scale. It could be customised for each of their product categories. The product targets everyone on their wellness path.
Since ‘millet-based milk’ was a very new thing for users, we did not want to rely on direct visuals on the packaging, but instead build an aspirational style to turn eyes towards it and question what millet milk even was; almost making this a trendsetter brand! Loud colors, modern typefaces and focussed messaging, that shaped Better Bet.
Client: Better Bet (formerly known as alt foods)
Studio: Beyondesign
Creative Director: Bhavika Shah