Ivy & Elder
Design Direction, Brand Identity, Packaging
With more than two decades of combined experience in the beauty industry, Ivy & Elder’s founders set out on their own to pioneer the emerging field of clean hair-care. For the launch of their two debut products, we built a brand centered around the wonder of the forest.
Work done while at ThoughtMatter
Ivy & Elder’s brand mixes sophistication with a dash of mischievousness. Informed by the founders’ interest in tree astrology, we built a brand story that reveals our intrinsic connection to nature. This inspired a new logo centered on a meandering ampersand that evokes a wandering walk in the woods. The illustration style conjured up for Ivy & Elder’s packaging spikes rich-toned nostalgia paired with surrealistic humor, adding levity to affordable luxury.
Organic. Natural. Green. When it comes to hair care, what do these words mean? Based on their professional experience, Ivy & Elder’s founders understood an inconvenient truth behind a lot of modern hair care marketing: not everything in nature is actually good for your hair. Moreover, not every synthetic substance is bad for it, or the environment for that matter. This led to the launch of Ivy & Elder as a clean hair care brand, meant to challenge industry norms. Clean means something simple: good for people, and good for the planet.
