Canadian dog brand Earth Rated has embarked on a transformational journey, partnering with design agency Layer to redefine its identity and expand its product line. The result is a clean and simple rebrand that not only emphasizes recycling and natural products but also introduces a captivating range of sustainable dog toys. This extensive two-year project represents a commitment to holistic design, incorporating sustainability into every aspect of the brand.
Designers: Earth Rated, Layer Design (Benjamin Hubert)
At the heart of the rebrand is a simple yet effective brandmark that captures the playful essence of Earth Rated. The brand name, expressed in a minimalistic sans-serif font, features a characterful dog silhouette cleverly integrated into the negative space of the letterforms “T” and “H”. The subtle representation of a dog marks an evolution from the more overt cartoon canine mascot associated with Earth Rated’s origins, reflecting a sophisticated and modern approach.
The new identity is defined by fresh greens and vibrant yellow accents, creating a distinctive and proprietary signature. The choice of yellow has significance beyond aesthetics, as it is one of the few colors that dogs can see, which aligns with the brand’s focus on creating products that complement our furry companions.
Earth Rated boasts B Corp Certification, demonstrating its commitment to social and environmental impact. Layer’s rebrand reinforces these sustainable values, using new products made from recycled and recyclable materials, post-consumer waste, and natural resources such as natural rubber. Even the packaging is designed with eco-friendliness in mind, using recycled plastics, post-consumer waste, recycled cardboard, and natural inks.
Affordability is a key aspect of the rebrand, making great design accessible to a wide range of dog owners. For example, a poop bag dispenser retails for just $5.99, while a pack of 315 scented or unscented poop bags costs $18.99.
Earth Rated is known worldwide for its unique poop bags and dispensers, both of which have been reimagined by Layer. The new poop bag dispenser features an intuitive design with a clip to hold used bags, a textured strap for easy attachment to a leash or bag, and a slot for easy access to bags. The bags, available in compostable, lavender-scented, and unscented versions, not only offer practicality but also serve as a subtle billboard for the Earth Rated brand as they are opened.
Layer’s influence extends to a new collection of dog toys that celebrates the sustainable values that drive Earth Rated. Fun geometric forms and textured surfaces invite interaction, creating an intuitive user experience for both pets and their owners. The material palette includes recycled and recyclable materials, compostable and post-consumer recycled plastics, and natural rubber. Dishwasher safe for easy cleaning, these toys are designed to be recycled at the end of their life.
The five toys in the collection—Fly, Tug, Fetch, Treat, and Chew—reimagine classic typologies for added functionality. Each toy offers a unique interaction, from the raised rim of the Fly Toy for easy grip to the twisted form of the Chew Toy that allows dogs to grip it effectively. The Fetch Toy, with its intersecting forms, adds an element of unpredictability to playtime, keeping both pets and owners engaged.
Designer Benjamin Hubert, who leads the Layer team, expressed excitement about the collaboration with Earth Rated, emphasizing the usefulness of the project. The results, he says, celebrate the shared values of responsible, sustainable, and affordable design, marking a significant step in the evolution of Earth Rated and setting a new standard for the pet industry.
