Canadian canine model Earth Rated has launched into a transformative journey, collaborating with design company Layer to redefine its identification and increase its product line. The result’s a clear and easy rebrand that not solely emphasizes recycling and pure merchandise but additionally introduces a charming vary of sustainable canine toys. This in depth two-year mission represents a dedication to holistic design, integrating sustainability into each facet of the model.
Designers: Earth Rated, Layer Design (Benjamin Hubert)
At the guts of the rebrand is a straightforward but efficient brandmark that captures the playful essence of Earth Rated. The model identify, expressed in a minimalistic sans-serif font, includes a characterful canine silhouette cleverly built-in into the unfavourable area of the “T” and “H” letterforms. This refined illustration of a canine marks an evolution from the extra overt cartoon canine mascot related to Earth Rated’s origins, reflecting a classy and trendy strategy.
The new identification is outlined by contemporary greens and vibrant yellow accents, creating a particular and ownable signature. The selection of yellow holds significance past aesthetics, because it is without doubt one of the few colours seen to dogs, aligning with the model’s deal with creating merchandise that resonate with our furry companions.
Earth Rated proudly holds B Corp Certification, reflecting its dedication to social and environmental influence. The rebrand by Layer reinforces these sustainable values, with new merchandise crafted from recycled and recyclable supplies, post-consumer waste, and pure sources corresponding to pure rubber. Even the packaging is designed with eco-friendliness in thoughts, using recycled plastics, post-consumer waste, recycled cardboard, and pure ink.
Affordability is a key facet of the rebrand, making nice design accessible to a variety of canine house owners. For occasion, the poop bag dispenser retails for simply $5.99, whereas a pack of 315 scented or unscented poop baggage is priced at $18.99.
Earth Rated is famend globally for its distinctive poop baggage and dispensers, each of which have been reimagined by Layer. The new poop bag dispenser options an intuitive design with a clip to carry used baggage, a textured strap for straightforward attachment to a leash or bag, and a slot for straightforward access to the luggage. The baggage, available in compostable, lavender-scented, and unscented variations, not solely provide practicality but additionally function a refined billboard for the Earth Rated model as they unroll.
Layer’s affect extends to a brand new assortment of canine toys that celebrates the sustainable values driving Earth Rated. Joyful geometric types and textured surfaces invite interplay, creating an intuitive consumer expertise for each pets and their house owners. The materials palette contains recycled and recyclable supplies, compostable and post-consumer recycled plastics, and pure rubber. Dishwasher-safe for straightforward cleansing, these toys are designed to be recycled on the finish of their life.
The 5 toys within the assortment—Fly, Tug, Fetch, Treat, and Chew—reimagine basic typologies for added performance. Each toy provides a novel interplay, from the Fly Toy’s raised rim for straightforward gripping to the Chew Toy’s twisted type that allows dogs to carry it successfully. The Fetch Toy, with its intersecting types, provides a component of unpredictability to playtime, preserving each pets and house owners engaged.
Designer Benjamin Hubert, main the Layer workforce, expressed pleasure about collaborating with Earth Rated, emphasizing the mission’s rewarding nature. The outcomes, he states, have fun shared values of accountable, sustainable, and reasonably priced design, marking a big step within the evolution of Earth Rated and setting a brand new normal for the pet business.
