Carlee WrightBetter Co. is bringing modern aesthetics to a classic hobby. The Salem-based puzzle company, which started as a passion project of local designer Vin Thomas, is consistently producing — and selling out — of its fun, unique, and challenging designs.
With more than a decade of design experience, and being an avid puzzler himself, Vin was looking for a way to join his love of design and play into a viable business venture. Better Co. was launched in May 2019, and Vin realized he was on to something, when he quickly sold out of inventory.
Better Co. is the opportunity Vin was looking for, and has allowed him to use his global network of illustrators and muralists to create some of the most unique, and beautiful puzzles on the market.
“It allows me to put my creative efforts into building something I am passionate about,” Vin said.
When it came to printing, cutting and packaging the puzzles, it was new territory for Vin. It took a lot of googling, watching YouTube and calling around, he said. But one important aspect stood out from all his research — quality. Everything must be of the highest quality.
“Certain elements make for a good puzzle [like unique piece shape, quality image and durability of chipboard],” Vin said.
Better Co. puzzles are printed on recycled paper and mounted on durable chipboard using the highest quality image possible. Even the box is part of the design and aesthetic. Vin said he wanted to create something you would keep on your bookshelf.
Initially, the slogan behind Better Co. was going to be ‘wicked hard puzzles,’ Vin said. But, as the brand grew, he realized it was not (just) about difficulty, but rather creating beautiful, modern puzzles…though some people do seek and appreciate a challenge.
“Spaceman is absolutely the hardest,” said Vin, admitting he has yet to build it himself. “It’s one of our best sellers, but insanely hard.”
Ultimately, there is an art to puzzles that starts with the design and bridges into the experience of assembling it. While some people complete the border first, others sort by shape and region. No matter what the method, Vin says the best part of assembling a puzzle is that it encourages people to focus, slow down, relax, unwind, and connect with each other.
“It is a way to practice mindfulness,” he said. “You can’t really multitask it.”
A new season of Better Co. puzzles has arrived, including one by notable Portland graphic designer and author Aaron Draplin, and you can buy anytime at betterco.com.
Vin has his own names for each shape: the running man, the house, the right angle to name a few. (Staff at Press Play Salem threw out: the innie/outie, the all-in, the all out.) Share a few of your family’s favorite puzzle shape terms or pictures of your complete works with us @PressPlaySalem on social media — #PressPlaySalem
This story originally ran in Press Play Salem issue 12 (Winter 2021/22)
The Instigator
