Ragged Edge began talks with Omlet in March last year and worked on its positioning, visual and verbal identity to help its products reach a global audience and “challenge the status quo internationally”.
According to the agency, Omlet’s “groundbreaking” products buck recent trends in pet care by innovating products based on its findings from studying pet behavior. This means that its range is based on the needs of animals and not the “cases” of people who care for them and product innovation based on findings from the study of pet behavior.
“The pet product category is full of things designed for people – wendy-house chicken coops and toys that look like fast food. We designed ourselves for pets instead of designing for them,” says Max Ottignon, Ragged Edge. co-founder.
“Omlet takes the opposite approach, starting from scratch to design solutions for pets, not people,” he continues. “Every product they create aims to deepen the connection between pets and their owners. This gave us rich ground to create a brand that was fundamentally different from anything out there. A wonderland for pets and pet owners alike.”
The brand already had an existing loyal fan base, but after a recent successful funding round it was looking for new branding to help its international expansion. Ragged Edge updated to “to create a distinctive brand to help them take their incredibly inventive, wonderfully thoughtful and beautifully designed products to the next level” by growing the brand globally, says Ottignon. “This was going to take more than another pet brand,” he continues.
In the early stages of the project, Ragged Edge positioned Omlet to help it “break through a fairly transactional category” by identifying and strengthening its point of difference. It was based on Omlet’s approach to designing products for pets rather than pet owners, as well as the “questionable nature of the brand,” says Ottignon.
From there, Ragged Edge came up with Omlet’s “big creative idea,” defined as “a world of wonder.” This was then realized in Omlet’s visual and verbal identity, product packaging, Omlet website, branded merchandise such as aprons, cartoons and more.
Ragged Edge chose to take a 3D rendering approach by outsourcing Holly Szczypka for creating images inspired by product design prototypes. “(Szczypka) it helped us create a style full of wit, which felt like it had a similar feel to the Omlet products themselves,” says Ottignon. “So many brand illustration styles look the same, so we wanted to find a distinct aesthetic that directly related to the product, but also recognized the strange ways our animals engage us.”
The illustrations were then brought to life for motion applications by animator Adam Garbutt, further highlighting Omlet’s idea of embracing the more humorous sides and “flaws” of how we interact with pets.
Drawing on its existing branding, the new wordmark is heavily based on Omlet’s previous logo in terms of its letter shapes. Ragged Edge brought it back from scratch and exaggerated certain features: the ‘O’, for example, capitalized on the Omlet name itself by becoming a “more pronounced egg shape”. while the overall letterforms were adjusted to align more closely with the brand’s product design language.
It was also important that the wordmark was flexible enough to appear in a range of different applications and materials, from online to printed touch points, packaging and sewn into things like felt and tarps.
The product design language was also a key driver in choosing Omlet’s heading font. Ragged Edge chose Zurich’s Out Of The Dark Hammer Bold typeface, thanks to the fact that it feels “satisfyingly solid and durable.”
Swiss foundry Grilli Type’s GT Maru Mono is used as a support typeface as it “had a boilerplate feel”. while for the body a Fellix replica from Prage’s Displaay foundry for its “pleasant readability and warmth”.
Omlet’s old color palette of green has been tweaked to be more versatile in a range of applications. A secondary color palette based on colors found in nature but exaggerated and bright to feel more ‘magical’ has been introduced to underline the ‘wonderland’ concept.
The new branding is gradually being introduced across Omlet’s channels over the coming months. Its products are sold through Omlet website across the UK, USA, Australia and across Europe.