California – Betr is a new healthcare provider offering a direct-to-consumer (DTC) alternative to traditional over-the-counter medicine.
The brand offers a socially conscious service in the medical sector, catering for the quarter of Americans who are unable to afford prescription medication (source: KFF). As a solution, Betr operates a donation-based service whereby some 4% of its net revenue is redistributed to offer affordable medication to underserved communities.
Betr also uses a bold visual identity to highlight its accessible approach to medicine. Breaking away from clinical aesthetics, Betr uses monograms and illustrations in bright colours. ‘The category in general is cold, cluttered and often confusing, so we created a brand that is human, easy to shop and challenges established codes,’ says Stephen McDavid, creative director at JKR, the agency behind the branding.
Betr caters for the ongoing gap in the market for Post-pharmacy Brands, which apply cues from the wellness industry to medicinal products to make health more accessible to consumers.