A northern wind blowing across a tranquil yet dramatic landscape inspired the subtle palette of icy hues. The key icon is a contemporary representation of a feather—ephemeral yet powerful, a study in strength and symmetry, adaptation and innovation, softness and resilience. Material details are rendered in earthy textures of leather and copper. With this new identity, we tell a story of modern simplicity without artifice.

With only the brand positioning, an identity platform and some drawings, we were able to convince 100% of the retailers we approached to sign on to sell Indygena clothing. As a result, Indygena experienced a growth rate of 150% between its first and second season. The brand is now available at over 150 stores.

Fun fact: The logo is now used as a graphic element in the quilting on coats and has become the company’s trademark.