Betts: Stepping into a new era.
Shoes change everything.
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The heritage
Founded in 1893 by Fanny Breckler, Betts is one of Australia’s longest-standing shoe empires — a fifth-generation family business built on craft, creativity, and care. Betts has survived by evolving time and time again, and is a household name synonymous with quality, comfort, and family values.
The challenge
After 130 years, Betts needed a refresh—so we looked back to look forward. The pivot to sell exclusively women’s footwear had to be accompanied by a fresh, premium rebrand that pays homage to its roots while modernising its presence for the contemporary audience.
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Visual Identity
The new logo, set in Bodoni, embodies both legacy and modernity. The icon represents the letter B several times over, and represents the family gathered around the table where every decision is made. The typography treatment is aligned to luxury fashion and elevated packaging becomes a distinctive asset—leaving the shopping centre proudly with your Betts oxblood bag.
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Art Direction & Storytelling
Art direction and storytelling. The art direction and creative storytelling all ladders up from the creative platform Classic with a Twist. It strikes the balance between timeless and trend-aware—it's mainstream enough to feel familiar, yet artful enough to spark intrigue. We elevated the brand voice to speak directly to the modern woman—confident, conversational, and charmingly off-beat. The mixed-idiom wordplay reflects a brand created by one big strappy family.
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Website and socials
Alongside new fit-outs rolling out across flagship stores, we created a clean, intuitive website and an artful social strategy to bring Betts to life online. Shareable, saveable content, tastemaker collaborations, and a consistent, creative aesthetic make the brand feel familiar and trusted, yet fresh and exciting. It’s classic, with a twist.
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