Omlet
Omlet committed to questioning everything. With a rebrand to help them grow internationally.
“Can a chicken be a pet?” The product-designer founders at Omlet asked a simple question at the start of their journey. Their answer was the Eglu Cube, a totally new kind of chicken coop that makes chicken-keeping a breeze. When they came to us they’d sold 150,000 worldwide and built a passionate community of chicken-keepers along the way.
With a growing range of products and new investment, the rebrand set out to help Omlet expand globally in the remarkably competitive $250+ billion pet care sector.
Overview
The partnership
A full rebrand that puts Omlet’s questioning nature at the heart of the business. And a collaboration with the in-house team to bring it to life.
Define
In a category with little real innovation, Omlet asks different questions to find different answers. Working with the founding team, and building commitment throughout the business, we distilled Omlet’s questioning nature into a single, scalable idea. Pet keeping opens up a World Of Wonder.
Create
The World Of Wonder comes to life in an identity born from the brand’s own product design principles. A start from scratch approach, a pleasing tactility, and a playful irreverence.
Logo
The redrawn wordmark evokes the same joy felt in Omlet’s products. Is it an ‘O?’ Or is it an egg?
Illustrations
The tactile illustrations form the beating heart of the identity. From animated stories to individual icons, each one embraces the humour and imperfection of interacting with our pets. Together they make up the Curious Collective.
Verbal identity
Grounded in the thoughts that inspired real products, Omlet’s brand voice brings you into their ingenious thinking and encourages you to look deeper at your own animal.
Commit
The Omlet team is as creative as you’d expect. Our collaboration came to life across digital, packaging, and comms.
The team loves working with the brand. The system has proved to be endlessly inspiring, flexing effortlessly between campaigns, channels and platforms where it consistently delivers. And like an athlete who improves with training, the brand feels like it's getting better the more we use it.
The different reality
The launch of the new brand began a new era for Omlet. Social engagement, ad click-throughs, and add-to-cart rates went up by 87%, 30%, and 44% in the first year. Sales of the Eglu have now topped 200k and continue to grow, particularly in the US. And just as importantly, the in-house team has wholly embraced the new identity. The playful roll out of the brand has the same surprising and delightful energy as pet ownership.
What first sold us on Ragged Edge was their passion. And then we watched as they poured themselves into this process, creating something that is truly a reflection of us. Merch drops don’t even make it onto the website before the team snaffles them up, which I think is probably the highest form of compliment you can get.
Questions and answers
Thanks to Johannes, Will, Simon, Jim, Sam, Chloe, Lauren, Shannon, Charlotte, Katy, Linnea, Élodie, Alice and the rest of the Omlet team for their trust and collaboration.
Thanks to Holly Szcypka for our Curious Collective illustrations, and Adam Garbutt who brought them to life.
Industry recognition for the Omlet rebrand
Creative Review
Brand Identity
Rebrand
Honourable Mention
Art Directors Club
103rd Annual Awards
Merit
Brand New
Review of 2023
The Best
Number 4