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Posted On: October 10th 2026, 10:13 pm
BTR Performance makes endurance fuel in New Zealand. Today we have a new logo, and it is the only thing about us that has changed.
The old logo was only ever temporary. We placed it while we refined the brand, because we needed something on the pack and something on the site, and the work that actually mattered at the time was getting the product right. It did that job for us. It said the name, and not much else.
BTR comes from Project Beyond The Ranges. Last November I swam five kilometres across Lake Tekapo, ran sixty over the Two Thumb Mountain Range, and rode two hundred and ten home to Christchurch. I had planned for twenty four hours and it took twenty nine. Somewhere in the middle of that, running on a mix I had put together myself because nothing off the shelf had ever worked for me, the whole thing stopped being an idea and started being a business.
The name works twice. Beyond The Ranges is where it came from, and said out loud it reads as Better, which is the part that actually matters.
Going beyond isn’t just the product. It’s how we chose to look.
So the identity was designed to be different, not to stand out. There is already enough shouting in this category. We wanted something closer to the gear you never think about, the stuff you pack because you know it will hold up when the weather turns and you are a long way from the car. Measured, not decorated. Made for the field. Things you expect to work when you need them.
The standard has not moved. It is the same one we set at the start, and everything that carries this logo gets measured against it.
The brand has just caught up to it.
Go Beyond.
The old logo was only ever temporary. We placed it while we refined the brand, because we needed something on the pack and something on the site, and the work that actually mattered at the time was getting the product right. It did that job for us. It said the name, and not much else.
BTR comes from Project Beyond The Ranges. Last November I swam five kilometres across Lake Tekapo, ran sixty over the Two Thumb Mountain Range, and rode two hundred and ten home to Christchurch. I had planned for twenty four hours and it took twenty nine. Somewhere in the middle of that, running on a mix I had put together myself because nothing off the shelf had ever worked for me, the whole thing stopped being an idea and started being a business.
The name works twice. Beyond The Ranges is where it came from, and said out loud it reads as Better, which is the part that actually matters.
Going beyond isn’t just the product. It’s how we chose to look.
So the identity was designed to be different, not to stand out. There is already enough shouting in this category. We wanted something closer to the gear you never think about, the stuff you pack because you know it will hold up when the weather turns and you are a long way from the car. Measured, not decorated. Made for the field. Things you expect to work when you need them.
The standard has not moved. It is the same one we set at the start, and everything that carries this logo gets measured against it.
The brand has just caught up to it.
Go Beyond.
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