Indy Beauty

Indy Beauty stands for independent beauty – beauty on your terms and for your own sake. The brand offers a comprehensive beauty range with quality in focus. Products with active caring ingredients that strengthen your skin and your hair, developed to give results but at a reasonable price.

The brand promise, “Making beauty feel good,” is based on the idea that beauty is not an unattainable ideal or someone else’s opinion of how you look, but about feeling good on the inside as well as the outside. Guided by that thought a communication concept, a visual identity and packaging design was created.

The packaging range needed a clear portfolio architecture to guide the consumer to find the right product. The colored sections became a clear iconic element making it both distinct and genderless but also giving it a pharmaceutical style to reflect the quality of the product. The clear and bold logotype together with a clarified layout structure made it timeless, approachable, and inclusive. The design was also created to adapt to several sizes and formats. Together with the packaging a full identity was created where the overall feeling of the brand correlate with the brand promise.