THE CHALLENGE
Indi approached me looking to build a stylish lifestyle brand for her venture in the world of cooking and fashion. Inspired by Indira’s personal life, where the hustle and bustle of the city life and responsibilities, risked to overpower the daily beauty of her surroundings, INDI F is a brand that teaches and promotes the idea of “daydreaming on the fly”. Through recipes, quotes, tips, best-kept secrets and life-hacks, the brand creates small “bite-sized” content that allows her audience to daydream about things they can do, nested in inspiring 5 minutes break from daily routine.
BRAND STORY
Indi F is a brand born from the desire to inspire, connect, share and excite. It is a simple and unique call to be yourself, explore, try new things and meet new people. It is the invitation to make daydreaming a part of your daily routine. Inspired by Indira’s personal life, where the hustle and bustle of the city life and responsibilities, risked to overpower the daily beauty of her surrounding, INDI F is a brand that teaches and promotes the idea of “daydreaming on the fly”. Through recipes, quotes, tips, best kept secrets and life-hacks, the brand creates small “bite-sized” content that allows her audience to daydream about things they can do, nested in inspiring 5 minutes break from daily routine.
VISUAL IDENTITY
The identity was defined after a deep dive in Indira values, daily life and ambitions. It needed to be elegant and extravagant at the same time, to fully incapsulate the eccentric personality of Indira. The logo was built around the principle of connection (all lines are linked to each other), day dreaming (the abstract/dream catcher like weaving), out of the box (irregular shapes and text in combination with each other), and elevating simplicity (transforming a simple letter in the focus of the all identity).
IndiF
Brand identity
Visual identity
Merchandise
Social media direction