Earth Rated is a brand that celebrates pet ownership – and it needed a new identity to reflect its growing ambitions.

A Fresh Identity

Earth Rated was founded in 2010 to make life with dogs simpler and better. As the brand evolved, it required a full rebrand to reflect its growth. LAYER created a playful and welcoming new identity to take the business into the future and a strategy to ensure cohesiveness across existing and new product ranges. The collaboration between Earth Rated and LAYER is ongoing, with new collections launching soon.

Our Role

We conducted workshops with the Earth Rated team to determine their vision for the future, and intensive user research into the experience of pet ownership to gain valuable insights. We then created a holistic brand strategy, including brand mark, design language, CMF, tone-of-voice guide, a suite of product design, and sustainable packaging.