Indigo inspires customers to live life, on purpose

9/5/2022

Work

by Cossette

Indigo’s introduces a new brand platform, life, on purpose. This launch represents an inflection point in Indigo’s transformative journey towards becoming a next-generation omnichannel cultural concept store.

Indigo is dedicated to offering the most enriching selection of books, products, content, and experiences to feed and nurture people’s intentions, so they can better connect with what matters to them and live their life, on purpose—on their terms. Rather than pre-determining or instructing, Indigo illuminates new perspectives, self-discovery, connections, and ideas that enable deeper relationships with what drives them.

With life nowadays seemingly moving at the speed of light, we’ve heard from our customers that too much of our time is spent doing things that don’t bring us joy—and we relate to that, too. Indigo is a place where customers can engage in ways to live their life, on purpose by spending their time on what matters most to them and doing more of what they love, whether that’s cooking a meal with friends, exploring a new passion through books, building Lego with their kids, or reconnecting with music and building their vinyl collection.

Andrea Limbardi, President, Indigo

To launch life, on purpose, we’re celebrating the choices that some of the most iconic and inspiring Canadian culture shapers have made to live life, on purpose. These icons include Margaret Atwood, Rupi Kaur, Simu Liu, Chris Hadfield, Tanya Talaga, Aurora James, and many more.

Indigo is one of those brands at the centre of culture, and no one lives life, on purpose more than the icons celebrated in this campaign. We wanted to pay tribute to their stories in a way you can’t ignore, which felt active, modern and chaotic, accurately portraying them as the rock stars they truly are.

Anthony Atkinson, Executive Creative Director, Cossette

Wedge, an independent brand and design agency, created the brand platform and Cossette is working on the execution and evolution as Indigo’s AOR.