Ragged Edge

Established in 2007 Ragged Edge has become one of leading branding agencies in London. The multi-disciplinary consultancy works in various areas from brand identity creation through to the execution of strategy across a range of areas including film and graphic communications. 

 

Understanding the ambitions and attitudes of a business is essential to effectively design a brand image that can grow along with their journey.  

 

In 2017 the restaurant formerly known as Giraffe enlisted the skills of Ragged Edge to rebrand their company. As the establishment grew with over 40 chains so did the identity of the company and the original design no longer reflected their values. The original logos letterform somewhat resembled a giraffe with thin tapered lettering, but lacked clarity of the brands character and modern graphic refinement.

 

The new logo veered away from stock fonts and was designed by the team at Ragged Edge. The reconstructed font portrays an image of togetherness with the first ‘F’ hugging the second, encompassing the family based ideals at the heart of the restaurant. This is actually something that I incorporated into my work, particularly in my Words of Peace album with the reversed ‘e’ looking into the past.

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Ragged Edge went back to the founders’ original intentions. They’d set out to bring the world’s best dishes back to their restaurants. So in response, they asked: why limit yourself to a single cuisine when you can ‘Taste A Whole New World’? The result is an entirely new brand strategy, visual and verbal identity.The new designs renamed the brand Giraffe World Kitchen with most of the infographics and brand campaigns including the slogan Taste A Whole New World appealing to a wider audience. The inclusion of the slogan pushes out the brands original goal of bringing back their favourite dishes from around the world. This philosophy of grounding design decisions within the core brand identity of a company or product is something I believe to be integral to good design.

 

Ragged Edge saw this adaptability to Instagram as crucial for marketing in the contemporary digital age and has delivered an average uplift in like-for-like sales of 13%. This type of design can be seen through the simple animated gifs (see left) that are quick, engaging and an industry staple for the Instagram market. I also considered this deeply in my both my MusicAttire and Words of Peace projects through use of motion graphics and video to boost engagement on digital media.

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