Indigo
Life, on purpose becomes Indigo’s invitation
Wedge evolved Indigo’s brand platform, visual world and point of view as the retailer expanded beyond its bookstore origins into home and lifestyle. The work developed an identity originally designed by Bruce Mau, bringing it into an omnichannel setting. Life, on purpose positions Indigo as a place to discover interests, ideas and things with personal meaning. The creative direction centres on joyful discovery across generations. Introduced across stores, campaigns and digital experiences, the platform connects the broader retail offer to the curiosity that had long accompanied the book business.
Insights
- Discovery creates a connection between the bookstore heritage and newer retail categories.
- The platform gives stores, campaigns and digital experiences a shared point of view.
- The work evolves an established identity while expanding what the brand can represent.
1 / 9Swipe
Keep exploring
Related cases
