Ragged Edge’s role was to rethink the brand so that Zoe would then have the tools to redefine an industry where the outdated thinking about calorie restriction and fad diets still existed. Zoe’s new identity is now defined by the idea of ’Progress through personalization’.
Max Ottignon, co-founder of Ragged Side, says, “One-size-fits-all advice doesn’t work for everyone. That’s because your body is unique, meaning how you eat should be too. We had to inspire an audience seeking answers that were being let down by pseudoscience and outdated advice. That meant Zoe’s groundbreaking science surfaced in a way that felt accessible and empathetic. The brand had to invite people to come in.”
The new logo design and art direction tried to capture the idea of progress, also reflected by the introduction of custom packaging. Meanwhile, a modified, light-hearted tone of voice attempts to anchor the brand in personalized science, with lyrics like ‘Advancing our understanding of each body’.