Member News
Strategic brand agency, Better, has partnered with US-based functional beverage brand Happy Being to launch a bold new identity, can design and digital presence. The rebrand marks a major step in Happy Being’s journey from high-performing startup to national category leader, giving the brand the tools to scale with clarity and consistency across shelf, screen and beyond.
Happy Being is the number one white tea on Amazon, delivering doctor-formulated wellness benefits through a proprietary polyphenol blend. With over 1.3 million cans sold in 2025, and $60 million projected revenue by 2028, the brand is at the forefront of a global functional beverage market now valued at more than $60 billion.
Better’s brief was to create a unified brand platform that reflected the scientific credibility, wellness benefits and refreshingly great taste at the core of Happy Being. Through a brand sprint in New York, Better helped define the brand’s strategic foundation, covering positioning, purpose, tone of voice, and messaging. The result is a distinctive, ownable proposition built for long-term relevance and rapid growth.
From visual identity to digital design and verbal language, every touchpoint was reimagined. A new can design puts product benefits and flavour front and centre, while the revamped DTC experience is optimised for conversion, retention and brand storytelling. A comprehensive brand toolkit supports internal teams and future product launches.
Paul Bell, Client Services Director at Better, said: “Expanding our US client base, Happy Being is the kind of project we love, packed with big ambition, real innovation, and a team ready to lead. Our role was to give the brand the strategic clarity and creative edge it needed to grow with confidence. It’s both a rebrand and a foundation for scale.”
Sarrah Hallock, CEO at Happy Being, said: “The experience of working with Better was thoughtful and collaborative from start to finish. They spent the time to truly understand the product and the community behind it, which made the outcome feel true to who we are.”
As demand for low-sugar, functional beverages continues to accelerate, Happy Being is now poised to lead — with a brand that’s as distinctive and effective as the product itself.
