Experience design agency LAYER has created a comprehensive rebrand for Earth Rated. The playful new identity has repositioned the sustainable dog brand, empowering it to enter new segments of the pet market and expand their core offering from poop bags – the "messy stuff" – to encompass sustainable accessories and toys that make dog ownership simpler and better. The extensive, two-year project includes a new brandmark, holistic branding system and design language, a collection of 6 products made from recycled and natural materials, and 50 pieces of sustainable packaging and point-of-sale displays. The collaboration between Earth Rated and LAYER is ongoing,with new collections launching soon.

Earth Rated was founded in 2010 and quickly dominated the poop bag market with its sustainable ethos and friendly approach.

As the Canadian brand and its ambitions evolved, it undertook an extensive two-year brandingproject led by LAYER that launched in March 2023.

The LAYER branding and product teams conducted in-depth workshops with the Earth Rated team to determine their vision for the future.

Insights were then translated into a holistic branding system that celebrates sustainability and the joys of pet ownership with an identity that is thoughtful, uplifting, and progressive.

This holistic branding system is centred around a simple yet effective brandmark that captures the playful nature of Earth Rated.

The new poop bag dispenser is an intuitive and identifiable design that features a clip to hold used bags whilst walking and a textured strap that can be attached to a leash or bag.

The bags – available in compostable, lavender scented, and unscented versions.

LAYER also designed a new collection of dog toys that celebrates the sustainable values that drive the brand.

The five toys offer a variety of interactions for dogs and their humans – Fly, Tug, Fetch, Treat, and Chew – and subtly reimagine classic typologies for added functionality.

The Fly Toy, for example, features a raised rim that allows easy purchase by a dog.

The Chew Toy has a twisted form that allows the dog to effectively hold the toy in their paws whilst chewing.

''The pet category is a really joyful space and, being a dog owner myself, it was a really exciting opportunity to work with Earth Rated. LAYER worked across product, brand, packaging, and point-of-sale to create a consistent and compelling new direction for the next chapter of Earth Rated and the new brand is testament to the power of holistic design. It's been a deeply rewarding collaboration and the results celebrate our shared values of responsible, sustainable, and affordable design.."

Benjamin Hubert – Founder, LAYER

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