Betterpack

Opening

Onecliq's second new brand. This time entering food and restaurant packaging — plastic containers, wrapping sheets, everything a restaurant or food brand puts their product in before it reaches someone's hands.

The naming started differently this time.

The Name Came Second

Before the name, the tagline: a better way to pack.

Once that phrase existed, the name followed directly. Betterpack. The logic was too clean to ignore. It said what it did, it said it was better, and it gave the brand a direction — constant improvement as a brand value, not just a feature claim.

Preliminary trademark research was clean. Passed examination. No legal dispute.

Where the Logo Came From

I studied the manufacturing process. Specifically: how the plastic plates are actually formed.

The logo came from that process — not as a literal illustration, but as a form language derived from it. The design has a material logic.

The typeface treatment was chosen deliberately on the friendly end of the spectrum. Italicised, soft edges, rounded — closer to Kellogg's than to an industrial supplier. This was a functional decision: when you're making containers that food goes into, the brand has to communicate safety and comfort before anything else. Someone has to feel fine about eating out of it.

What I Actually Think About It

The tagline-before-name approach worked because it forced clarity on what the brand actually stood for before getting attached to any particular word. It's a useful technique for any naming brief: start with the sentence you want someone to say about the brand. The name is just the shortest version of that sentence.