Ivory & Deene

Official Websites

• https://ivoryanddeene.com.au
• http://www.ivoryanddeene.com

Brand Guidelines

2023

Brand Summary

Mission

• Empowering our customers to create amazing spaces. We exist to serve, love & add value to everyone who interacts with our brand, ensuring every aspect provides the best experience, products, and value [^1].

Core Values

• people_first
• pursuit_of_excellence
• act_with_integrity
• wow_our_customers

Target Audience

• Individuals and families seeking refined, elegant, and comfortable homewares and decor, with an emphasis on creating peaceful, memorable, and welcoming spaces [^2].

Personality Traits

• warm
• calm
• authentic
• playfully_refined

Visual Identity Overview

• The brand’s visual identity is minimalist, bright, and elegant, emphasizing natural materials, soft lighting, and a clean, airy atmosphere. The color palette centers on white and charcoal, with soft greys and latte as secondary colors. Typography uses Wulkan Display for headings and Inter for supporting text. Imagery is bright, well-exposed, and product-focused, avoiding cold or moody photography. The logo is a visual cornerstone, applied with strict guidelines for clarity and consistency [^3].

Categories

Brand Voice

• Our voice is approachable, friendly and caring towards the needs of our customers. We are generous in our tone. • Use positive language • Affirm choices • Use “Let’s…” sentences to give the sense that we are working with the customer • Cross from warmth into casual/ irreverent voice • Use slang or Australianisms
• Our voice promotes a sense of peace and calm, just as our homewares help people create a peace-filled environment. • Use language that is easy on the ear • Connect customers with our products • Channel a feel-good vibe/tone • Use harsh language • Respond aggressively or ambiguously • Use excessive humour
• Our voice is clear, truthful and accessible. • Deliver on promises • Apologise when needed • Make claims we cannot uphold • Pretend we are high-end • Use complicated language • Swear or use expressions such as OMG.
• Our voice values relatability without being silly or inappropriate. It’s important to strike a balance between sophistication and playfulness. • Use humour to add personality and character where possible • Keep it subtle: Your humour should be understated and not overpowering • Don’t be offensive. Avoid topics such as race, gender, religion, and politics. • Don’t force it: If a joke or pun doesn’t feel natural, don’t try to force it.
• When you write, think of calming interactions with the environment to inspire your language. For example, diving into the silky waters of a tropical waterhole. Lying in grass watching clouds moving across the expanse. Running your thumb along the velvet petal of a rose. This is the mood you want to evoke.
• Use active voice, never passive.
• When referring to Ivory & Deene, use the ‘we’ pronoun to affirm the warmth of our voice. I.e. Don’t refer to I&D as ‘I’ (singular), or ‘the business’ or ‘the online retailer’ (third person).
• Our brand tone and voice are founded on biblical values. Our guiding verse is Philippians 4:8.
• Copywriting Checklist • Does your communication acknowledge and affirm the needs of the customer? • Is your language calm and warm? • Are you speaking in a personal, authentic way? • Have you chosen simple words and sentences that are accessible without being overly casual or irreverent? • Is your expression creative? (Avoid stereotypes in favour of unique descriptions)
• Do - Our DreamPod range, made with sensory foam filling, are an invitation to relax. Available in ocean blue or silver grey, they will turn your lounge room into a sanctuary. Don’t -These DreamPod beanbags are just what you’ve been waiting for! Stuffed full of shredded foam, get ready to jump on and kick back. Available in bright blue or light grey.
• Collaborating with you to curate beautiful spaces for your people. Rooms where memories are woven, ideas are birthed and joy is deepened.
• We’re committed to bringing more warmth and peace into your home with every item we carefully craft.
• Smile. The expression you will wear when you touch the luxe fabric of this [product]
• Subtle charm, serious comfort—relaxation never looked so stylish.
• Our collection of homewares, furniture and lighting is curated with your comfort in mind.
• Be gentle on yourself. You need to rest. Create a space that carries you there.

Brand Imagery

• All imagery and photography representative of our brand should be bright and well exposed. Our products should remain the hero of any imagery used.
• Cold, moody and dark photography should be avoided.

Color Palette

• Our primary colour palette is white and charcoal. White and charcoal are preferred for most scenarios and ensure imagery remains the hero.
• White R 255 G 255 B 255 C 0% M 0% y 0% K 0% # FFFFFF
• Charcoal R 28 G 31 B 35 C 76% M 68% y 61% K 73% # 1B1E23
• Our secondary colour palette is to be used as background colours and for supporting elements such as buttons, badges and stickers.
• Soft Grey R 245 G 245 B 242 C 2% M 1% y 4% K 0% # F5F5F2 Cool Gray 1 C
• Soft Latte R 238 G 236 B 230 C 6% M 5% y 8% K 0% # EEECE6 1-4804 TPG
• Charcoal #1B1E23 Shade-90 #34353A Shade-80 #4A4C50 Shade-70 #616266 White #FFFFFF Shade-10 #F5F5F2 Shade-20 #EEECE6 Shade-30 #D6D4CF

Typography

• Our primary typeface is Wulkan Display. It should be utilised for main headings and titles as a top tier hierarchy.
• ‘Regular’ should be used for primary headings when text is at larger scale.
• ‘Medium’ should be used for sentences and smaller headings. Eg. Subtitles/captions for videos.
• Please contact us for font files.
• Light. Regular. Medium.
• ABCDEFGHIJKLMNOPQRSTUVWXZ. abcdefghijklmnopqrstuvwxyz. 1234567890 @#$%&( ){}[]|?!<>-+=
• Wulkan Display.
• Leading/line-height is the space between baselines and it determines the legibility and readability of the typography.
• As a general rule, the line-height of text should be reduced as the size of the text increases. For body text, the line-height should increase to give the texts room to breath and space for the reader’s eye to rest.
• 110%
• 140%
• 160%
• Our secondary typeface is Inter. Inter serves as the choice for supporting titles and headings. It can also substitute Wulkan Display where increased legibility is needed.
• Light. Regular. Semi bold. Bold.
• Inter.
• The leading/line-height recommendations are the same for both primary and secondary typefaces. Again, as a general rule of thumb, line-heights should be reduced as the type size increases.
• Our DreamPod sub-brand uses Varela Light as its primary branding font. This should only be used when directly referencing the DreamPod range.
• Light.
• Varela
• • Avoid overly tall or tight leading for both heading and body text
• • Do not increase or decrease tracking. Uppercase titles may utilise increased tracking
• • Do not use uppercase for sentences or body copy

Logo Usage

• Our abbreviated logo variant allows the logo to be implemented in an environment where horizontal space is limited. This logo should only be utilised in mediums where customers already know and have interacted with the brand.
• For first-time customer interaction, the primary logo should be used.
• The area around the logo should always provide space so that the balance and wholeness of the logo are not crowded or constrained by external elements.
• The diagrams show the correct amount of space that should surround the logo. No accompanying text or logos should appear in this area.
• It is crucial to ensure readability and legibility of our logo across all screens and digital devices. For this reason, the logo should not be used at sizes below 200px wide and the abbreviated logo no less than 55px.
• Do not use colour combinations that make the logo hard to read
• Do not use different colours for the logo
• Do not disproportionately stretch or warp the logo
• Do not stylize or alter the logo including outlining it, adding a drop shadow or bevel, or any other stylistic effect
• Do not scale, reposition or modify the logo
• Do not place the logo over complex areas of an image or where the logo obstructs an Ivory & Deene product

Tone And Messaging

• People are our greatest why. We exist to serve, love & add value to everyone who interacts with our brand.
• We will work to ensure every aspect of what we do provides the best experience, products and value.
• We will be authentic and honest, trusting others to do the same.
• Our customers are our priority. We strive to make every aspect of their journey memorable and exceptional.
• Warm. Our voice is approachable, friendly and caring towards the needs of our customers. We are generous in our tone.
• • Use positive language • Affirm choices • Use “Let’s…” sentences to give the sense that we are working with the customer
• • Cross from warmth into casual/ irreverent voice • Use slang or Australianisms
• Calm. Our voice promotes a sense of peace and calm, just as our homewares help people create a peace-filled environment.
• • Use language that is easy on the ear • Connect customers with our products • Channel a feel-good vibe/tone
• • Use harsh language • Respond aggressively or ambiguously • Use excessive humour
• Authentic. Our voice is clear, truthful and accessible.
• • Deliver on promises • Apologise when needed
• • Make claims we cannot uphold • Pretend we are high-end • Use complicated language • Swear or use expressions such as OMG.
• Playfully Refined. Our voice values relatability without being silly or inappropriate. It’s important to strike a balance between sophistication and playfulness.
• • Use humour to add personality and character where possible • Keep it subtle: Your humour should be understated and not overpowering
• • Don’t be offensive. Avoid topics such as race, gender, religion, and politics. • Don’t force it: If a joke or pun doesn’t feel natural, don’t try to force it.
• When you write, think of calming interactions with the environment to inspire your language. For example, diving into the silky waters of a tropical waterhole. Lying in grass watching clouds moving across the expanse. Running your thumb along the velvet petal of a rose. This is the mood you want to evoke.
• Use active voice, never passive.
• When referring to Ivory & Deene, use the ‘we’ pronoun to affirm the warmth of our voice. I.e. Don’t refer to I&D as ‘I’ (singular), or ‘the business’ or ‘the online retailer’ (third person).
• Our brand tone and voice are founded on biblical values. Our guiding verse is Philippians 4:8.
• Copywriting Checklist • Does your communication acknowledge and affirm the needs of the customer? • Is your language calm and warm? • Are you speaking in a personal, authentic way? • Have you chosen simple words and sentences that are accessible without being overly casual or irreverent? • Is your expression creative? (Avoid stereotypes in favour of unique descriptions)
• Do - Our DreamPod range, made with sensory foam filling, are an invitation to relax. Available in ocean blue or silver grey, they will turn your lounge room into a sanctuary.
• Don’t -These DreamPod beanbags are just what you’ve been waiting for! Stuffed full of shredded foam, get ready to jump on and kick back. Available in bright blue or light grey.
• Collaborating with you to curate beautiful spaces for your people. Rooms where memories are woven, ideas are birthed and joy is deepened.
• We’re committed to bringing more warmth and peace into your home with every item we carefully craft.
• Smile. The expression you will wear when you touch the luxe fabric of this [product]
• Subtle charm, serious comfort—relaxation never looked so stylish.
• Our collection of homewares, furniture and lighting is curated with your comfort in mind.
• Be gentle on yourself. You need to rest. Create a space that carries you there.

Brand Values

• People First.
• Pursuit of Excellence.
• Act With Integrity.
• Wow Our Customers.
• People are our greatest why. We exist to serve, love & add value to everyone who interacts with our brand.
• We will work to ensure every aspect of what we do provides the best experience, products and value.
• We will be authentic and honest, trusting others to do the same.
• Our customers are our priority. We strive to make every aspect of their journey memorable and exceptional.

Visual Style

• The area around the logo should always provide space so that the balance and wholeness of the logo are not crowded or constrained by external elements.
• No accompanying text or logos should appear in this area.
• It is crucial to ensure readability and legibility of our logo across all screens and digital devices. For this reason, the logo should not be used at sizes below 200px wide and the abbreviated logo no less than 55px.
• Do not use colour combinations that make the logo hard to read
• Do not use different colours for the logo
• Do not disproportionately stretch or warp the logo
• Do not stylize or alter the logo including outlining it, adding a drop shadow or bevel, or any other stylistic effect
• Do not scale, reposition or modify the logo
• Do not place the logo over complex areas of an image or where the logo obstructs an Ivory & Deene product
• Our primary colour palette is white and charcoal. White and charcoal are preferred for most scenarios and ensure imagery remains the hero.
• Our secondary colour palette is to be used as background colours and for supporting elements such as buttons, badges and stickers.
• All imagery and photography representative of our brand should be bright and well exposed. Our products should remain the hero of any imagery used.
• Cold, moody and dark photography should be avoided.

Layout And Composition

• The area around the logo should always provide space so that the balance and wholeness of the logo are not crowded or constrained by external elements.
• The diagrams show the correct amount of space that should surround the logo. No accompanying text or logos should appear in this area.
• It is crucial to ensure readability and legibility of our logo across all screens and digital devices. For this reason, the logo should not be used at sizes below 200px wide and the abbreviated logo no less than 55px.
• Do not use colour combinations that make the logo hard to read
• Do not use different colours for the logo
• Do not disproportionately stretch or warp the logo
• Do not stylize or alter the logo including outlining it, adding a drop shadow or bevel, or any other stylistic effect
• Do not scale, reposition or modify the logo
• Do not place the logo over complex areas of an image or where the logo obstructs an Ivory & Deene product
• When producing graphical elements for our brand, the primary font should be featured as the top tier hierarchy. The preference should always be to overlay text directly onto the imagery, therefore imagery should be selected or modified to provide ample space for text/logo placement.
• When an image do not possess the needed vertical space to fill the ad, Al generation can be used to extend the image.
• Text should be placed directly over video without any added background. In the event a shot must be incorporated and this is not possible, a plain colour background may be used.
• Plain colour backgrounds selected from a complimentary colour in the video can be used to emphasise words within the captions.
• When creating either video or static ads for Meta Stories/Reels, Tiktok Reels or YouTube Shorts, it is essential to consider the ‘safe areas’-designated zones that ensure your ad’s key elements are visible across all devices and orientations. Ensure that crucial components such as text, logos and the focal point of your imagery are positioned within the safe area. Supporting elements such as CTA’s and non essential information may sit within the green area bordering the safe area.
• Complying with these safe zones allow for ads to be deployed across a wider array of platforms.
• Each Meta Ad, whether video or static, must also include a newsfeed (1080x1080) version. This version must ensure that crucial components such as text, logos and the focal point of your imagery are positioned within these safe areas.
• To account for the less screen area, non-essential elements may be removed or repositioned.
• When designing ads for Pinterest, it’s important to use wider, room-based shots that showcase the full potential of a space. Pinterest users are seeking inspiration and ideas for their own environments, and expansive imagery helps them visualise our products in a real-world context.

Media Guidelines

• When producing graphical elements for our brand, the primary font should be featured as the top tier hierarchy. The preference should always be to overlay text directly onto the imagery, therefore imagery should be selected or modified to provide ample space for text/logo placement.
• When an image do not possess the needed vertical space to fill the ad, Al generation can be used to extend the image.
• While flexibility is provided across TikTok channels due to the diverse nature of the content produced, these layouts provide an aesthetic guide to follow.
• Text should be placed directly over video without any added background. In the event a shot must be incorporated and this is not possible, a plain colour background may be used.
• Plain colour backgrounds selected from a complimentary colour in the video can be used to emphasise words within the captions.
• When creating either video or static ads for Meta Stories/Reels, Tiktok Reels or YouTube Shorts, it is essential to consider the ‘safe areas’-designated zones that ensure your ad’s key elements are visible across all devices and orientations. Ensure that crucial components such as text, logos and the focal point of your imagery are positioned within the safe area. Supporting elements such as CTA’s and non essential information may sit within the green area bordering the safe area.
• Complying with these safe zones allow for ads to be deployed across a wider array of platforms.
• Each Meta Ad, whether video or static, must also include a newsfeed (1080x1080) version. This version must ensure that crucial components such as text, logos and the focal point of your imagery are positioned within these safe areas.
• To account for the less screen area, non-essential elements may be removed or repositioned.
• When designing ads for Pinterest, it’s important to use wider, room-based shots that showcase the full potential of a space. Pinterest users are seeking inspiration and ideas for their own environments, and expansive imagery helps them visualise our products in a real-world context.
• All imagery and photography representative of our brand should be bright and well exposed. Our products should remain the hero of any imagery used.
• Cold, moody and dark photography should be avoided.