SCOPE:
BRANDING & ILLUSTRATION DESIGN
CLIENT:
LABEL POOJA RANKA
YEAR:
2025
ROLE:
INDEPENDENT DESIGNER
Ivory Tales
project context.
Ivory Tales is a children’s clothing brand designed for ages zero to seven, rooted in the belief that childhood is a magical, story-rich time filled with curiosity, creativity, and everyday adventures. With a focus on soft, sustainably made fabrics, gentle textures, and timeless silhouettes, the brand seeks to create garments that feel as magical as they look. Each piece is thoughtfully detailed and crafted to support freedom of movement, comfort, and quiet wonder, celebrating the subtle joys of early childhood for both children and their parents.
design objective.
The goal was to create a brand identity that felt playful yet refined, and balancing youthful whimsy with intentional design. The brand needed to resonate with modern parents seeking quality, aesthetics, and meaning in the products they bring into their children’s lives. The identity had to feel imaginative without being overly loud, and evoke a sense of softness, delight, and emotional storytelling at every touchpoint.
design outcome.
At the heart of the identity is a whimsical rabbit in motion, leaping through two portals — an imaginative nod to how stories transport us into new worlds. The rabbit becomes a symbol of curiosity, growth, and the quiet magic of childhood. Set against a backdrop of warm, muted tones and accented with a lively orange, the identity strikes a balance between calm and energy, appealing to both children and adults. Typography is minimal yet expressive, creating a system that feels both clear and charming.
To build a fuller world around the brand, a set of nine illustrated animal characters was developed in the same whimsical style: Giraffe, Lion, Zebra, Fox, Elephant, Toucan, Monkey, Dog, and Rabbit. Each character was brought to life with playful clothing like tiny scarves, hats, and suspenders, and given a sweet, familiar name inspired by pet names common in the Indian diaspora, making them instantly relatable and lovable. These illustrations are woven across brand materials, packaging, and digital touchpoints, sparking imagination and building emotional connection with children and families alike.
To further deepen the storytelling layer, we launched a set of 10 original collectible story cards, each under 300 words and featuring one of the illustrated characters. Every order includes a randomly selected card, transforming the unboxing experience into a shared moment of discovery between parent and child. These short tales explore meaningful themes like kindness, bravery, creativity, and fairness, turning packaging into a moment of connection, conversation, and learning.
Together, the brand identity, illustration system, and collectible stories bring the world of Ivory Tales to life, creating a universe that feels soft, spirited, and entirely magical, just like the children it was made for.
