&Better

A name that never finishes the sentence.

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

&Better is a conjunction, not a noun. The name is built to be completed by whatever follows it: a product, a moment, a state. &Better Skin. &Better Hair. &Better Times. NOW designed the wordmark, the identity system and the packaging around that open ending, with a two-panel pack that carries the pairing: the name on one side, the product on the other.

SkinHairTimesFeelsTunesLooksKisses

FeelsTunesLooks

Skin

&Better Skin: the wordmark and the word beside a man's face.

Hair

&Better Hair: the wordmark and the word beside the back of a man's head.

Times

&Better Times: the wordmark and the word beside a man reading on a beach.
&Better Freckles: the wordmark and the word beside a portrait of a laughing freckled man.

Feels

The packaging system: two-panel boxes and a jar, &Better on one panel and the product on the other, among soaps on a set.
&Better Looks: a jar and its box on mustard.
&Better Tunes: bars of soap laid in a pattern.

Skin

Hair

Times

Feels

Tunes

Looks

Kisses

  1. Cream on a cheek, the & and an arrow pointing up to Better.
  2. A father washing his child's hair, the & and an arrow pointing up to Better.
  3. A baby's hand on a cheek, the & and an arrow pointing up to Better.

KissesLooksFeels

NOW — &Better

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