Indi&Cold - Dress the Journey
2023 © Project developed for Culdesac
This project was made possible thanks to the contributions of:
Steve Casquero, Cesar Soto, Miguel Ramal and Alicia Valero Sanchis.

Indi & Cold, based in San Sebastián, has grown to achieve international presence, with its collections now available in over 750 multi-brand stores across countries such as Japan, Australia, Canada, the United States, and many more​. With a team of over 100 people, 98% of whom are women, the brand is creatively led by Cristina Villar, who, together with her team, has positioned Indi & Cold as a reference in responsible and timeless fashion.


While the brand initially carried strong boho chic influences, the team felt the need to refresh its identity. This process wasn’t just about updating the brand’s image—it was about redefining its creative philosophy and the direction of future collections. After analyzing the core values of bohemian style—such as self-expression, eclecticism, and the search for freedom—the team identified which elements were essential to retain for a more authentic, forward-looking proposition.


The motto "Dress the Journey" emerged, encapsulating the brand's transformation: Indi&Cold creates fashion that accompanies women on their personal journey, with garments designed to last and evolve alongside them.


A visual identity that reflects the change

The visual identity was designed to reflect this evolution without overshadowing what matters most: the product. The redesign is subtle yet elegant, with serif typography that strikes a balance between modernity and timeless details. This blend of strength and delicacy is enhanced by a soft color palette paired with black, allowing the garments to stand out without distraction, embodying the quality and authenticity that define the brand.
The new logo captures Indi & Cold’s refreshed identity: bold, elegant, and fresh. Set in small caps, it merges the words into a solid, geometric block that balances strength and lightness through subtle letter modulation. The flared serifs add a decorative touch that enriches the typography without softening its visual impact, giving it both character and distinction.




Indi & Cold's visual identity strikes a delicate balance between the classic and the contemporary, creating a “push and pull” effect between traditional elements applied in a modern, minimalist way. Akzidenz Sans serves as the primary typographic choice, with the ampersand—a distinctive element of the logo—carefully explored and redesigned to add character and represent the brand’s essence.


A journey towards authenticity

This repositioning wasn’t a rupture with the past, but a natural evolution that preserves the timeless essence of Indi & Cold. The brand remains committed to conscious and sustainable fashion, now with a clear path toward the future. Indi & Cold invites every woman to discover her personal style and dress her journey, embodying independence, freedom, and authenticity. The motto "Dress the Journey" perfectly encapsulates this approach: each garment not only accompanies the woman but also celebrates her personal growth and her connection to the present.





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