Spotlight: Ragged Edge

A branding agency for change makers.
— Ragged Edge

Who are Ragged Edge?

Ragged Edge is a creative studio in London, known for its bold approach to branding. From start-ups to well-known companies, they help them stand out by combining smart strategy with innovative design.

A talk from Max Ottignon

I had the opportunity to hear Max Ottignon speak at a Rapid session at the MAC Belfast, where he discussed the growing issue of 'brand blanding.' He explained how many logos today seem to follow the same trends. They are simplified, modernised versions of each other. Max emphasised how this trend leads to brands losing their unique identities and blending into the background, rather than standing out in a crowded market. A recent example of this which comes to mind is the PrettyLittleThing rebrand, tapping into this trendy, stripped-back, minimalist aesthetic which is all over social media at the moment, often referred to as the ‘clean girl’ aesthetic. But this isn’t a reflection of their target audience or anything their brand was previously known for, which has ended up disconnecting the brand from its audience.

Hearing Max speak about 'brand blanding' made me realise how easy it is to fall into the trap of following trends within design. I’ve always been drawn to minimalism, but I see now how it has to be done with purpose, not just following another trend. I believe it pushed me to think more about how I can keep my own work distinct and personal, ensuring it doesn’t blend in with the crowd or follow trends.

Eager Juice Branding

Following on from the discussion of ‘brand blanding’, a project that does the complete opposite is Ragged Edge’s branding for Eager Juice. It is fun, bold, and really stands out against its competitors. Most juice brands stick to a plain, clean look with lots of fruit imagery. Eager does the opposite. It’s bold, flat, and graphic, which makes it feel way more modern and confident.

I think this is a really successful rebrand. It feels like a bold move for a juice brand to take such a different, stylistic approach, but it really pays off. The design is fresh and unexpected, and I love how the playful copy and tone of voice bring even more personality to the brand.

Why Ragged Edge?

Ragged Edge is the agency I always go to when I’m looking for inspiration. Their work is full of smart thinking and bold design choices, and it always reminds me how powerful branding can be when it’s both creative and strategic. When trying to absorb good design and thoughtful ideas, they’re one of the first places I turn to for inspiration.

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