BETR is a vegan burger concept founded by Sascha Hellinger, one of Germany’s most influential YouTubers. The brand’s positioning is deliberately straightforward: a vegan menu that doesn’t market itself as vegan. The focus is flavour, not labels — a burger experience that stands alongside mainstream franchises without relying on typical “plant-based” cues.

The brand identity was built to support this idea. Instead of leaning into green codes or health-driven aesthetics, the system uses a bold, familiar fast-food language refined through cleaner typography, a simplified color palette and a contemporary layout structure. The result feels accessible and franchise-ready, while staying distinct from traditional vegan branding.

The visual system extends across the entire customer journey: signage, packaging, in-store communication, merchandise and digital touchpoints. Every element is designed to feel intuitive and familiar, lowering the barrier for customers who might not usually choose vegan food. The identity keeps the emphasis on taste and experience, with subtle personality coming through the presence of Hellinger as the face of the brand.

The first location launched in Hamburg, establishing the foundation for a scalable franchise concept built on clarity, inclusivity and a modern take on fast casual dining.