New Look, Same Science: Ipromea's Rebrand Explained

If you have been following Ipromea for a while, you might have noticed things look a little different around here. New logo. New packaging. New product names. And if you are new to Ipromea, welcome. You are arriving at the perfect time.

We have spent the last several months rethinking how our products look on the shelf and online. Not because there was anything wrong with the science inside, but because we realised the outside was not doing that science justice. This post walks you through what has changed, what has not, and why we made the decisions we did. 

Why Rebrand at All?

Ipromea launched as Australia's first functional product range designed to restore the natural microbiome of pets. From day one, the formulations were built on genuine probiotic research, manufactured at a TGA/cGMP facility here in Australia, and powered by our patented Zoonatant postbiotic technology. The science was always strong.
But here is something we heard over and over again from pet parents in store and online: "I can see it's a probiotic, but what does it actually do for my dog?" That question told us everything we needed to know. Our old product names were memorable and fun, but they did not always communicate the functional benefit clearly enough. When someone is standing in a Petbarn aisle trying to decide between six different products, they need to understand instantly what each one does.

So we went back to the drawing board. Not to change what is inside the pouch or bottle, but to make sure what is on the outside tells the full story.

A Refreshed Logo

The first thing you will notice is the logo. The original Ipromea mark served us well, but as we expanded our product range and moved into new retail channels, we needed something that scaled better across different packaging formats, from small sachet wallets to shelf-ready trays to our Shopify store.

The refreshed logo keeps the animal motif that has been part of our identity since the beginning. It is still unmistakably Ipromea. But we have refined the linework, cleaned up the typography, and made it more legible at smaller sizes. It is an evolution, not a revolution. If you loved the old logo, you will recognise this one straight away.

Clearer Packaging That Tells You What Each Product Does

This was the biggest change and the one we are most proud of. Every product in the Ipromea range now has updated packaging designed to communicate three things at a glance: what it is, what it does, and who it is for.

On the old packaging, you would see a product name like "Poochy Pegs" or "Pet Parade" and a general reference to probiotics. These names had personality, and we liked that about them. But they made the customer do the work of figuring out the specific benefit. Was Poochy Pegs a dental product? A gut health product? Both? You had to read the back of the pack to find out.

The new packaging leads with the functional benefit. Every product now clearly states what it targets, whether that is oral and gut health, skin and coat support, joint and mobility, calming and anxiety, digestive support, or immune system support. We have also added clearer CFU counts (that is the number of live probiotic bacteria per serve), ingredient call-outs, and size-specific feeding guides where relevant.

The colour coding across the range has been refined too, so each product family has a distinct visual identity on the shelf. You should be able to spot the one you need from a metre away.

New Names, Same Trusted Formulations

Here is the part that probably brought you to this post. We have renamed most of the products in our range to make them more descriptive and easier to shop. The table below shows the old name alongside the new name so you can find your favourites.

Probiotic Dog and Cat Treats & Chews

Probiotic Powdered Meal Toppers

Liquids & Toppers

Topical

Important: The formulations behind these products have not changed. The same probiotic strains, the same Zoonatant postbiotic technology, the same Australian manufacturing. If you have been using Beg n' Bark or iPRO-Calm and your pet loves it, you can keep buying with confidence. It is the same product with a clearer name.

Why Poochy Pegs Now Comes in Two Sizes

One of the most common requests we received was for a smaller dental chew option. The original Poochy Pegs was a one-size-fits-all product at 125g, which worked well for medium and large dogs but was a bit much for smaller breeds. A Chihuahua and a Labrador have very different mouths.

So as part of this rebrand, we have introduced the 2-in-1 Oral and Gut Chews in two sizes: one for small dogs and one for large dogs. The formulation is identical in both. You get the same oral-specific probiotic strains (Lactobacillus reuteri, Lactobacillus salivarius, and Streptococcus thermophilus), the same 3 billion CFU per serve, and the same Z-200 Zoonatant postbiotic backup. The only difference is the physical size of the chew, making it safer and more appropriate for smaller jaws.

What Has Not Changed

We want to be really clear about this. The rebrand is entirely about communication and presentation. Here is what stays exactly the same:

Every product is still manufactured right here in Australia at our TGA/cGMP facility in Queensland. We are still co-located with Probiotics Australia, the country's largest and only manufacturer of probiotic active pharmaceutical ingredients. Our patented Zoonatant postbiotic technology still powers the range. Every formulation is still endorsed by leading Australian veterinarian Dr Claire Stevens. And the same probiotic strains that made each product effective in the first place are all still there, doing their job.

We have not cut corners, swapped ingredients, or changed suppliers. The science has not moved. We have just made it easier to understand.

Where to Find the New Range

The updated packaging is rolling out now across all channels. You will start to see it on our Shopify store first, followed by Petbarn, Pet Circle, and other retail stockists over the coming months. During the transition period you may see a mix of old and new packaging on shelves. Both are the same product inside.

If you have any questions about the rebrand or need help finding the new name for a product you have been buying, get in touch with us at sales@ipromea.com.au or send us a message on Instagram. We are always happy to help.