Ragged Edge
Ragged Edge is a global branding agency based in London, founded in 2007 to help ambitious brands commit to a different reality. Led by a 38-strong international team, the studio delivers distinctive, scalable brand identities and strategic design systems across digital, physical, and experiential touchpoints. Known for its bold thinking and results-driven approach, Ragged Edge has partnered with clients including Wise, Papier, Camden Market, and East London Liquor Co. The agency’s work has earned recognition from the Design Week Awards, D&AD, Fast Company, and The Brand Review’s ‘Branding Studio of the Year’.
https://raggededge.com/
London, United Kingdom
30 Cases
Cases
- Assembly Hotel
- Brand Identity For Assembly Hotel
- Adventure, Experience, Hotel
- Camden Market
- Rebrand For Camden Market
- Architecture, Experience, Transformation, Typography
- Checkmyfile
- Rebrand And Digital Transformation For Checkmyfile
- Empowerment, Experience, Journey, Product, Transformation
- Eager
- Rebrand For Eager Juice
- E-commerce, Launch, Packaging, Rebrand
- East London Liquor Co.
- Rebrand For East London Liquor Co.
- Messaging, Packaging, Photography, Rebrand, Spirit
- First Choice
- Rebrand For First Choice Travel
- Audience, Experience, Partnership, Rebrand
News & interviews
- Frontify presents: Ragged Edge and Tilt discuss trust and tension
The Brand Identity · Mar 11, 2026
The Brand Identity’s Dialogue series, presented by Frontify, features a conversation between Ragged Edge and Tilt about their collaborative rebrand of the fintech company formerly known as Empower. The project involved renaming, repositioning, and creating a human-centered identity built on trust, belief, and authenticity. The resulting brand, Tilt, uses handcrafted elements and storytelling to reflect its mission of empowering working people.
- Is there a productivity crisis in agencies we're not talking about?
Creative Boom · Jan 12, 2026
The article by Tom May explores whether creative agencies are facing a hidden productivity crisis. Through insights from multiple studio founders and creative directors, it examines how hybrid work, rising complexity, and economic pressures have reshaped agency operations since 2020. The piece calls for an honest industry-wide discussion about evolving business models and expectations.
- Mindful Chef unveils a new brand refresh by Mother Design
Creative Boom · Jan 8, 2026
Mother Design has created a new brand refresh for Mindful Chef, expanding on Ragged Edge’s earlier rebrand with a more expressive, editorial and craft-led identity. The project spans typography, photography, motion and tone of voice, aiming to highlight care, quality and the joy of cooking. The refreshed identity rolls out across packaging, digital channels and print, positioning Mindful Chef as a premium yet approachable food brand.
- Max Ottignon: AI is so hyped, designers pretend to use it more than they actually do
Creative Boom · Nov 11, 2025 · Interview
Creative Boom’s Tom May interviews Max Ottignon of Ragged Edge about the hype surrounding AI in branding. Ottignon argues that many designers and agencies exaggerate their use of AI to satisfy investors, while in reality, AI often slows down creative work. He outlines how Ragged Edge integrates AI thoughtfully to enhance creativity rather than efficiency, emphasizing the enduring importance of distinctiveness and craft in branding.
- Studio heads speak out on how AI is reshaping the creative process
Creative Boom · Oct 27, 2025
Creative Boom’s special report by Tom May gathers insights from seven UK studio leaders on how AI is influencing the creative process. While many see AI as a useful tool for accelerating research and ideation, they agree it hasn’t replaced human creativity or judgement. The consensus is that AI is being pragmatically integrated into workflows, enhancing efficiency without redefining the essence of creative work.
- Creative Leaders Share 2026 Strategy Amid Industry Uncertainty
Creative Boom · Oct 13, 2025
The article gathers insights from leading creative directors and studio founders about their strategic priorities for 2026. Themes include efficiency through AI, the growing importance of strategy, blurred boundaries between disciplines, and the need for bold, distinctive creative work. Despite economic uncertainty, many studios express optimism and a focus on smarter, more collaborative approaches.
- "Ragged Edge Rebrands Tilt with Human-Centric Financial Solutions"
It's Nice That · Sep 29, 2025
Ragged Edge has rebranded the small loans company Tilt, formerly Empower, with a warm, empathetic identity that avoids fintech clichés. The new design features painterly illustrations by Pearl Chuaynarong, photography by Charlie McKay, and a cursive wordmark, all centered on Tilt’s mission to support working people with fairness and trust. The rebrand has already shown positive engagement results and positions Tilt as a human-first financial brand.
- Ragged Edge Rebrands US Fintech Empower as Tilt
Creative Boom · Sep 17, 2025
Creative Boom reports that London studio Ragged Edge has rebranded US fintech Empower as Tilt, creating a new name and identity that aims to redefine access to credit for working Americans. The rebrand balances financial authority with human grit, featuring a black-and-white palette with chartreuse accents, painterly illustrations, and a confident verbal tone. The new identity positions Tilt as a challenger brand determined to make credit fairer and more inclusive.
- Ragged Edge Unveils Bold Rebrand to Stand Out Again
The Brand Identity · Aug 27, 2025
Ragged Edge has unveiled a comprehensive rebrand that reinforces its founding ethos of 'rejecting average.' The new identity, built around the concept 'Never be the same again,' features a dynamic visual system called the Edge Spectrum, created using TouchDesigner and Cinema 4D. The rebrand introduces custom typography, warmer organic colors, and a partnership-focused philosophy that reflects the agency’s evolution and creative ambition.
- Ragged Edge Unveils Bold New Brand Identity
Creative Boom · Jun 30, 2025
Creative Boom reports on Ragged Edge’s comprehensive rebrand of its own identity, titled 'Never be the same again'. The London studio replaces its neon palette with earthy tones and a dynamic horizon motif, reflecting its founding principle of refusing to settle for average. The new identity integrates motion, sound, and tactile references to express bravery and distinctiveness in an era of AI-generated sameness.
- "Five Serif Typefaces Redefining Brand Identities"
The Brand Identity · Apr 10, 2025
The article by Poppy Thaxter highlights five serif typefaces—Domaine, GT Alpina, Panama, ABC Gaisyr, and ABC Arizona—that have made a strong impression across recent brand identity projects. It showcases how various studios have applied these fonts in branding for clients across art, hospitality, technology, and culture sectors. The piece emphasizes the expressive and enduring qualities of serif typography in contemporary design.
- "POV Budapest Conference: A Groundbreaking Success in Design World"
The Brand Identity · Dec 13, 2024
The article celebrates the success of POV Budapest, a new design conference organized by CM.SUPPLY and COMET. Featuring talks from leading studios like Pentagram, Koto, Ragged Edge, and Dinamo, the event drew an international audience and fostered community and creative exchange. The Brand Identity, as strategic media partner, highlights the event’s polished debut and plans for a larger 2025 edition.
- "Exploring Purple's Impact in Brand Identity Through Design Projects"
The Brand Identity · Dec 5, 2024
The article is a colour-focused editorial from The Brand Identity exploring how purple is used effectively in branding and identity design. It highlights multiple studios and projects that showcase the hue’s emotional and technological associations, from Ragged Edge’s Bayzat to Studio Oker’s JIDU. The piece positions purple as a versatile and sophisticated choice for innovation-led brands.
- "2024 Creative Industries: Key Moments and Challenges Reviewed"
Creative Boom · Dec 5, 2024
Creative Boom’s 2024 year-in-review reflects on the major creative industry stories, from AI’s growing influence to standout branding projects and cultural moments. The article highlights rebrands for Jaguar, Guggenheim, and Kleenex, as well as campaigns by How&How and Small. It also explores how music, festivals, and pop culture shaped creative inspiration throughout the year.
- Embracing Green: Brands Infuse Freshness Into Identity Design
The Brand Identity · Nov 28, 2024
The article explores the growing use of green across branding projects, highlighting how studios from various industries are embracing the color beyond its traditional eco-friendly associations. Featuring work from studios like Ragged Edge, Fagerström, and Glasfurd & Walker, it showcases how green is being used to convey freshness, sustainability, and boldness in identity design.
- Hotlist 2025: 25 Most Popular Design Studios Voted by Peers
Creative Boom · Oct 28, 2024
Creative Boom’s 'Hotlist 2025' highlights 25 of the most admired design studios worldwide, as voted by industry peers. The article celebrates leading agencies such as Pentagram, PORTO ROCHA, Ragged Edge, and &Walsh for their innovative branding and design work across sectors from tech to fashion. It aims to inspire creatives by showcasing studios that are shaping contemporary design culture.
- New Logo & Branding for Pamipe by Omni Design
BP&O · May 2, 2024
BP&O features Omni Design’s rebrand for Spanish pet food subscription brand Pamipe. The new identity uses a simple, playful visual system with bold typography, bright color accents, and editorial-style photography to position Pamipe as modern, authentic, and functional. The project includes a new logo, tone of voice, and packaging that reflect a shift away from overly cute pet branding toward a more confident, utilitarian aesthetic.
- New Logo & Branding for Omlet by Ragged Edge
BP&O · Jan 25, 2024
BP&O features Ragged Edge’s global rebrand for pet products company Omlet, highlighting its playful 3D illustration-led identity and strategic repositioning. The new branding emphasizes designing for pets rather than humans, with tactile visuals and a refreshed wordmark that retains brand equity. The project reflects a broader shift in pet care branding toward more thoughtful, design-led approaches.
- Luke Prowse on captivating collaborations, bespoke typefaces, and NaN’s Fair Font Pricing system
The Brand Identity · Nov 27, 2023 · Interview
The Brand Identity interviews Luke Prowse, founder of type design studio NaN, about their new Fair Font Pricing system, which adjusts font prices based on local economies to improve accessibility. Prowse discusses collaborations with studios like Ragged Edge and Koto, the technical challenges of variable fonts, and his hopes for a more equitable type industry. The conversation highlights NaN’s focus on simplicity, inclusivity, and innovation in font licensing.
- New Logo & Branding for Marshmallow by Ragged Edge
BP&O · Oct 19, 2023
BP&O’s Thomas Barnett reviews Ragged Edge’s rebrand for UK fintech insurer Marshmallow. The new identity replaces a sparse earlier design with a playful, character-driven system featuring a custom typeface, retro color palette, and mascot named Marshall. The work is praised for balancing youthful disruption with approachability in a traditionally dull industry.
Clients
Tech Stack
Technologies detected on Ragged Edge's website.