As Indygena is a new brand, the challenge was to communicate both the brand vision and the emotional response we hoped to elicit about this newcomer to the outdoor fashion scene. Merging ancestral know-how and modern technology with an eye to the future, Indygena evokes the importance of symbiosis—of having an intimate and sustainable connection with different times, places and cultures, in order to understand, heighten and live our serenity.

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.

Indygena is a new brand of innovative high-end outdoor clothing. Inspired by the past but built with the latest technology for today’s modern active woman, Indygena is the most fashionable outdoor brand, with stylized technical garments that are perfectly adapted to its users and their desire to embrace the outdoors.