Pawsitively Unique: Omlet’s International Leap with a Pet-Centric Identity

Omlet, a leading pet brand, has disrupted the conventional approach to pet branding. By focusing on understanding pet behaviors and needs, they’ve forged a brand that resonates deeply with both pets and their owners. This innovative approach has ushered in a transformative new identity that aims to elevate the pet ownership experience. With the new branding, instead of prioritizing the owner’s assumptions, Omlet factors in pet behaviors when designing its offerings. Let’s delve into the details behind this spectacular branding endeavor.

A Whimsical and Colorful Identity

Designed to encapsulate the fun and whimsy that Omlet is known for, the new identity is a charming and colorful delight. Created in collaboration with Ragged Edge, the new identity boasts bold colors and cute 3D-sculpted critters. Omlet’s overhaul not only reflects its core values but also stands out from the competition.

The new identity for Omlet features tactile illustrations and a playful tone of voice that reflects a world of wonder for pets and pet owners alike. The color palette, inspired by pets’ habitats, further fosters a sense of connection and deeper engagement with the brand.

The pet product category is full of stuff designed for humans – wendy-house coops and toys that look like fast food,” says Max Ottignon, co-founder of Ragged Edge. “We’ve projected ourselves onto pets instead of designing for them,” he added.

A World of Wonder for Pets and Pet Owners

The new identity revolves around tactile illustrations that reflect a world of wonder. Inspired by product design prototypes, these graphics look like they could be picked up and played with, thereby embracing the humor and imperfection of interacting with our pets. The type in the new Omlet identity carries the theme of connection even further. Curvy, chunky, and yet squidgy, the Omlet font family almost begs to be looked after and played within itself. Meanwhile, the inquisitive and witty tone of voice brings all of the identity’s messaging together in a very clever way.

A Future that Celebrates the Bond between Pets and People

The new design systems are being rolled out across Omlet’s physical and digital channels, with the launch set to take place over the coming months. And thanks to the way it’s been designed, Omlet will be able to scale the new identity seamlessly across all touch points without compromising its character or distinctiveness.

According to Johannes Paul, co-founder of Omlet,  Ragged Edge “profoundly encapsulated the core of our mission, breathing life into a brand that champions ingenuity and authenticity. The new Omlet brand propels us toward a future that celebrates the bond between pets and people, challenging people’s assumptions about pet ownership around the world.

Final Thoughts

In a world where pet branding often leans on human-centric designs, this revolutionary approach by Omlet, envisioning the world from a pet’s viewpoint has resulted in a unique identity that aims to propel the company into international popularity. It is the collaboration with Ragged Edge that has breathed new life into Omlet’s brand, championing ingenuity and authenticity, and propelling the company toward a future that celebrates the bond between pets and people, challenging assumptions about pet ownership worldwide.


Omlet's design pet

All images and media used are a courtesy of

Also Read: Walmart Turns to ‘Mean Girls’ for Black Friday