Melbourne based creative agency Willow & Blake, known for building culturally resonant brands through strategy and storytelling, has partnered with one of Australia’s oldest family-run businesses, Betts, to deliver a refined rebrand marking the brand’s evolution into the premium women’s footwear category. Founded in 1892 by Fanny Breckler, Betts has been built on craft, creativity, and care for five generations. After 133 years, the brand turned to Willow & Blake to modernise its presence while paying homage to its heritage.

The new brand identity—anchored by the creative platform ‘Classic with a Twist’—balances timeless style with contemporary edge. A new Bodoni wordmark, custom ‘B’ icon symbolising the Breckler family gathered around the table, and a signature oxblood palette elevate Betts into the premium fashion space while celebrating its Australian legacy. “We wanted to create a visual language that feels premium but still has personality,” says Bri Nixon, Creative Director at Willow & Blake. “Every element from the typography to the tone of voice has one foot in high-fashion and one foot in fun.”

The rebrand extends beyond design to art direction, storytelling, and digital strategy. A refreshed tone of voice speaks directly to the modern woman—confident, conversational, and charmingly off-beat—while an updated website and social presence bring the brand to life online through shareable content, tastemaker collaborations, and a cohesive creative aesthetic. Managing the rebrand end-to-end, the result is a cohesive, contemporary brand experience that captures Betts’ heritage while positioning it firmly within the modern fashion landscape. “For a family business to endure this long, change and evolution is essential,” says Michael Breckler, CEO of Betts. “This rebrand honours our legacy while redefining who we are today – a brand for women who value style, quality, and confidence.”