In 1961, seven local independent retailers formed the Brisbane Electrical Television Traders Association (BETTA). Now, Betta is Australia’s leading independent retail franchise with over 160 stores. Run by franchisor BSR Group, Betta sought to modernise its brand image and positioning, following a shift towards more corporate-owned stores in metro areas.

Our project aimed to refresh Betta’s image, especially in urban markets, while retaining its strong local identity. In 2013, the brand changed its name to ‘Betta Home Living’ to highlight its furniture offerings, but audiences still referred to it as ‘Betta Electrical.’

Through comprehensive research, including staff and customer surveys, we found that Betta’s products impact all aspects of customers’ lives. We introduced the tagline “Making life better,” focusing on enriching everyday moments with modern technology and quality service. Simplifying the name to “Betta” was key.

The custom-crafted wordmark references Betta’s history while remaining simple, confident, and friendly. We kept the brand colours of yellow and blue but enhanced their vibrancy. A yellow container for the wordmark and phrases like “Making Recycling Betta” on packaging and “Ask me how I can make your day Betta” on uniforms reinforced the new positioning.

The rebranding boosted Betta’s market presence, blending heritage with a modern appeal. All 160 stores nationwide will receive a refreshed look, enhancing visibility in metro areas and attracting a broader audience.