LAYER unveils a fresh identity for Earth Rated, an eco-friendly dog brand, with a sustainable product range and eye-catching packaging. The project shows how architects and designers are involved in the pet market’s embrace of responsible design.
Spring 2023 witnessed a momentous transformation for Earth Rated, the sustainable dog brand, as experience design agency LAYER unveiled an innovative rebrand. The two-year project, which launched in March 2023, has not only repositioned the brand but also expanded its offerings beyond the traditional poop bags to include an array of sustainable accessories and toys for canine companions.
Founded in 2010, Earth Rated quickly became a dominant force in the poop bag market, championing sustainability and a friendly approach. However, as the Canadian brand evolved, it sought to delve deeper into the pet market. In collaboration with LAYER, Earth Rated embarked on a comprehensive rebranding journey that set out to elevate its brand identity and cater to the changing needs of pet owners.
To develop the new brand, LAYER’s branding and product teams engaged in in-depth workshops with Earth Rated, delving into their vision for the future. Intensive user research on the pet ownership experience provided valuable insights, leading to a holistic branding system that exudes thoughtfulness, positivity, and progressiveness.
Central to the rebrand is a simple yet impactful brandmark that encapsulates Earth Rated’s playful spirit. The minimalistic, sans-serif font incorporates a characterful dog silhouette cleverly integrated into the “T” and “H” letterforms, representing an evolution from the brand’s previous cartoon canine mascot.
Fresh greens and vibrant yellow accents define the new identity, creating a distinct and memorable signature that resonates with Earth Rated’s sustainability focus. Interestingly, yellow is one of the few colors visible to dogs, who perceive the world differently from humans.
At the heart of the rebrand lies Earth Rated’s unwavering commitment to sustainability. As a proud B Corp Certified company, they have integrated eco-conscious principles throughout the new product lineup. The collection features six products crafted from recycled and recyclable materials, post-consumer waste, and natural elements such as natural rubber. The sustainable packaging, designed with an emphasis on affordability, comprises recycled plastics, post-consumer waste, recycled cardboard, and natural ink.
Renowned for its iconic poop bags and dispensers, Earth Rated’s signature products have also undergone a redesign under LAYER’s creative touch. The new poop bag dispenser boasts an intuitive design, complete with a clip to hold used bags while on walks and a textured strap for easy attachment to a leash or bag. The bags themselves, available in compostable, lavender-scented, and unscented versions, dispense effortlessly through a side slot, making for convenient access and providing an opportunity to promote the Earth Rated brand as the bags unroll.
In addition to the poop bags, LAYER introduced a vibrant collection of dog toys that embody Earth Rated’s core values. Featuring joyful geometric forms and textured surfaces, these toys invite playful interactions for both pets and their owners. The sustainable material palette includes recycled and recyclable materials, compostable and post-consumer recycled plastics, and natural rubber. Moreover, the dishwasher-safe toys can be recycled at the end of their lifespan, promoting a circular economy approach.
Matching the eco-conscious products, Earth Rated’s new packaging exemplifies thoughtful and sustainable design. With a total of 33 SKUs across 17 formats, the packaging features elegantly reduced forms that minimize material usage. The graphics and typographical treatments maintain a balanced, restrained approach, while generous volumes of green pay homage to the brand’s legacy and help it stand out on store shelves. Utilizing natural inks, the high-contrast brand name and product information ensure legibility, accessibility, and informativeness, establishing a clear hierarchy of information.
Reflecting on the transformative collaboration, Benjamin Hubert, the founder of LAYER, expressed enthusiasm for working with Earth Rated. He praised the holistic design process that encompassed product, brand, packaging, and point-of-sale, culminating in a compelling and consistent new direction for Earth Rated. Hubert emphasized that the results celebrated their shared values of responsible, sustainable, and affordable design.
As Earth Rated continues its journey with LAYER, pet owners can eagerly anticipate forthcoming collections that epitomize the harmony between design, sustainability, and the joys of pet ownership. The rebrand marks a significant milestone in Earth Rated’s evolution, further solidifying its position as a beloved and eco-friendly brand in the pet market.
