Ivory Coat is a holistic range of natural hair products for companion animals. All Ivory Coat products are manufactured in Australia, in accordance with Australia’s human Therapeutic Goods Administration (TGA) guidelines. But they are not equivalent to human products. Human grooming ranges are not suitable for animals. Ivory Coat uses human quality ingredients - natural coconut derived cleaning agents, avocado oil, macadamia oil, almond oil, olive oil and aloe vera, no sulphates nor parabens...but in formulae for animals' skins.
As a grooming range, Ivory Coat stands alone and at the top end.
The job of communicating this was given to Sydney branding and packaging design company, Percept.
The project began with the logo creation and development of luxury packaging design, for which Percept had to to think outside the traditional pet care category and create a brand that looks and feels like a designer label while underscoring its all-natural foundations.
“The outcome was a sophisticated and elegant range of products that stand out as being premium and creates a sense of indulgence and status that comes with the purchase of high-end products,” Percept said.
The brand's competitors are mainstream pet care products as well as the family shampoo.
The brown medicinal bottle and therapeutic goods-style labels are reminiscent of top end natural cosmetic ranges for humans. Earthy colours are used to represent the all-natural qualities of the products as well as ethos of the founder. Sophistication is carried in the label design, font and logo. The quality of the ingredients is underlined in the label copy.
Did standing out from the crowd work for this start-up?
“In less than six months of being introduced into the marketplace, the growth of the Ivory Coat brand has exceeded expectations,” Percept stated.
