Indigo

What started out as a bookstore in 1996, has become Canada’s cultural department store that spans almost every category in home and lifestyle. With an identity originally designed by Bruce Mau in the 90s, Indigo approached to Wedge to evolve, modernize, and redefine the brand world, platform, and point-of-view to better reflect what it had become in support of its omnichannel future.

Simply put, Indigo is a place of discovery. It’s where you go to dive into new passions and interests, and discover more of the things that matter to you. A place to get lost—intentionally.

Life, on purpose. Indigo as a place to find what’s you. An energizing brand world that revives an ethos based on joyful discovery and ideas, for all generations. The brand platform launched across Indigo's stores, campaigns and digital experience in 2022. Reaffirming its place as the beloved iconic retail, for today’s rhythm.