The Better Bagel

We did a deep dive into disruptive food brands like Sweetgreen and Impossible Foods, technology companies like Spotify and Apple, and fashion brands such as Acne Studios to create a brand universe that reflected disparate aspects of BetterBrand’s unique company promise. Furthermore, we researched concepts of freedom, indulgence, and deprivation and how each affects our quality of life, mental health, and decisions with food and with life. Finally, we studied the target customer psychographics in-depth to develop a brand strategy that would resonate deeply while remaining unique and authentic.

Better’s brand strategy is built off of the simple, yet powerful ideas of freedom and progress. We infused the brand with an optimistic, elevated, and inspiring character to distinguish Better from other food brands and express a grandiose vision for an improved world free from unnecessary limits and barriers. Most low-carb products focus solely on nutrition. Instead, we aimed to claim white space in the industry by creating a dynamic visual identity that would appeal to a wide array of consumers regardless of their nutritional goals.

BetterBrand’s voice is notable for a series of clever and concise taglines that describe key product benefits while maintaining the brand’s dynamic personality. Their tagline “Designing a Better Future of Food” speaks to their grandiose vision. The iPhone of Bagels positions the brand alongside the world’s most beloved consumer brand, rather than just another food product. And playful puns like “Lower your carb footprint” infuse some humor to lighten an otherwise minimal and elevated brand experience.

BetterBrand’s social media comes to life by exploring the idea of comparisons. Graphic content highlights Better nutritional benefits by comparing their products with other foods, such as a bagel containing the same carb content as two banana slices. In addition, we positioned Better as a relatable, modern, improved choice like an iPhone compared to a pager. Finally, 3D renderings present Better as a delicious, elevated and futuristic food by placing it in unique settings like outer space.

Hiring Truffl is the best decision I’ve made as a founder. They created a brand that captured the heart and soul of our company, translating it outwards in a way that differentiated us and drew in early evangelists and investors.

Raphael and the Truffl team are insanely talented, and we are lucky to have had the opportunity to work with them. From day one, we were completely blown away by the process, insights, and work. Along the way, their involvement and passion made us feel like we were their only clients. Truffl is much more than an agency to us, they are now partners and friends that I couldn’t recommend more wholeheartedly.

BetterBrand

BetterBrand is a food tech company transforming most carb-heavy foods into the least, starting with The Better Bagel, a delicious, chef-crafted bagel with the same carb content as just two grapes.