Bettr faces challenges in a world filled with deceptive practices like greenwashing and pinkwashing, making it difficult to stand out in a market where false sustainability claims are widespread despite their positive contributions.

Unlike brands that only showcase corporate social responsibility credentials, Bettr, fully committed to social impact, openly acknowledges the journey's challenging, imperfect, and often overwhelming nature. The central idea revolves around the notion that nothing will ever be 100% perfect, but always striving to be 100% Bettr.

To bring the concept of imperfection to life, Anak created a motley group of imperfect creatures inspired by Bettr's daily struggles and the struggles faced by the people they help. Though plagued by anxiety, burdened by work, and idealistic to a maddening degree, these creatures continue to strive for a world that's 100% Bettr. The raw, loose-edged illustration style and hand-drawn lines further emphasise the brand's acknowledgment that their work is an ongoing process.

The illustrations bring the gritty yet funny realities of doing good to life. For instance, Mervin's liquid trickle serves as a visual metaphor for anxiety, while Debs embodies the walking, juggling struggle between self-doubt and self-confidence. Sheldon’s highly impractical form represents the necessary naivety and optimism required to attempt to make the world Bettr. The hand-drawn, loose-edged style and rough textures convey imperfection not as problems but as a continual work-in-progress.