The &Better wordmark followed by the word 'Freckles', beside a portrait of a laughing freckled man in a white T-shirt.

&Better

A personal-care brand where every product finishes the sentence.

Services
Visual identity, Naming and verbal identity, Packaging
Client
&Better
Year
2021

Context

&Better is a personal-care range of soap bars and skincare. The name is a prefix: every product finishes the sentence. &Better Feels. &Better Looks. &Better Tunes. &Better Kisses.

NOW designed the wordmark, the identity system and the packaging. A two-panel pack carries the pairing: the name on one side, the product on the other.

An '&Better Feels' box in orange and cream beside a yellow soap bar on a mustard background.An '&Better Looks' box and a cream jar with an orange label on an ochre background.
Three close-up photographs of skincare in use, each marked with the &Better ampersand and a pointing line.
Rows of '&Better Feels' boxes and cream soap bars laid out in a diagonal pattern.Rows of '&Better Tunes' boxes and brown soap bars in a diagonal pattern.Rows of '&Better Looks' boxes and cream jars in a diagonal pattern.Rows of '&Better Kisses' boxes in pink and orange with olive soap bars.
The range
'&Better Son' beside a photograph of a boy spraying a hose while washing a car.'&Better Dad' beside a photograph of a father on a bed with two small children climbing on him.
The name extends to people

Full case study in progress. Additional material to follow.

Next project

Saf AthleticsPlant-based performance, carried by a pattern.