Layer brings a new air of fun and sustainability to Earth Rated’s dog products

Design studio Layer's new rebrand is all about sustainability, from new durable dog toys to minimalistic fonts and packaging.

17 July 2023

Sustainability is the name of the game for many when looking for everything from clothes to food and toiletries. But would you expect the same when it comes to buying for your pets? Experience design agency, Layer, has constructed a rebrand and identity with these questions and more in mind, helping our eyes to meet products at the vanguard of elevating the standards for a sustainable life.

A light green product design and dark sage packaging meet in what is dog brand Earth Rated's new identity, which sees the company expand from “the messy stuff” – like poop bags, wipes and dispensers – to an all-encompassing hub for sustainable dog toys and accessories. “Earth Rated is proudly B Corp certified and Layer have always shared their values,” says Benjamin Hubert, founder of Layer. “The six new products are all highly durable, cost-effective and mindful of the planet – they need to be, because effectively dogs are aiming to destroy them,” he adds.

The new collection comprises six products for dogs “and their humans” including Fly, Tug, Fetch, Treat and Chew. They’re changing the game with double function and added fun – the chew toy has a twisted shape that allows the dog to chew and hold it simultaneously and the Fetch toy has an extra bounce that any dog is sure to wag their tail at. “I’ve got a toy poodle who loves to play fetch, and the toy’s unique asymmetrical form means that it wobbles keeping her stimulated during every game,” Benjamin says. But it isn’t just Benjamin’s poodle that inspires the nature of design, it’s also in the studio’s drive to bring the contemporary to the traditional. Because as we know, a dog will always want a bone. “The Chew toy puts a spin on the dog bone, allowing the owner to stuff treats or chews into both ends. It wobbles around on the floor, and a ribbed texture, allowing the dog to grip it easily,” he tells us.


Layer: Layer X Earth Rated (Copyright © Layer, 2023)

The long-lasting relationship between Layer and Earth Rated has seen them repackage, design and bring sustainable revamps to their go-to products, such as the poop bags. But this time, the new identity sees the company at the cutting-edge of pet product design; it's holistic and simple, both in the design and the feeling it brings to the dog and owner’s experience. Even the brand name is expressed in a minimalistic sans serif font, with a dog silhouette that can be found in the negative space, all of which is printed in natural ink and on recycled cardboard. “The six new products are made from recycled and recyclable materials, like post-consumer waste, and thoughtful materials such as natural rubber,” adds Benjamin.

Today, it’s not uncommon to see a brand answer the call of the times. But, doubling-up on fun and bringing a new liveliness to a relationship as old as time, is truly an admirable feat. Layer and Earth Rated do exactly that, with a summer drop that is fit for any season – whether you’ll be unfurling poop bags from the new dispenser or simply musing on the new sustainable design.

GalleryLayer: Layer X Earth Rated (Copyright © Layer, 2023)

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Layer: Layer X Earth Rated (Copyright © Layer, 2023)

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About the Author

Yaya Azariah Clarke

Yaya (they/them) was previously a staff writer at It’s Nice That. With a particular interest in Black visual culture, they have previously written for publications such as WePresent, alongside work as a researcher and facilitator for Barbican and Dulwich Picture Gallery.

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