Indygen is an innovative way to build and secure the relationship with young consumers, amid major technological disruption facing the telecom industry. The brand has been created to serve the specific interests, motives, aspirations, challenges and lifestyle of the Romanian youth, and the product behind the brand is more than a new telecom offer, it is a digital platform capable to sustain an ecosystem which will equip the young generation with diverse self-development and entrepreneurial solutions.

Client file
Indygen statement: We're The Smartly Connected Generation

Brand Strategy


The brand targets the local youth’s unique needs and expectations with clear and customised promises.

Indygen brand promises: Help youth to connect to the opportunities they deserve, sustain their skills, equip them with confidence and make them feel good.


Indygen is a brand shaped like an ideological, cultural movement, aiming to boost the young people’s will to live, perform and believe in this country.

Indygen ideology: Indygen is a manifesto of the local romanian youth for their right to self development.

Indygen, The Statement Brand Book—page 16

Indygen brand typology: a cause driven and progressive brand, a brand of identification.

As foundation for any brand manifestation, Indygen brand will embody the values of smartness, positive uprising, and social belonging.


Indygen is the name of Independent Young Generation—a brand with the clockwork of an ideological movement. Its primary decoding comes from the English indigene/indigenous (Romanian "indigen"), meaning local, tribe, community, with a twist of "indie" (independent, self-determining, distinct, different, self-developing, free, unconventional, small, etc.). It is another name for "the smartly connected generation", consequently the principal line of the brand.

Indygen naming—rules for the correct use of the verbal identity

Indygen, The Statement Brand Book—page 10

Visual Identity


A brand shaped like a youth movement needs a visual expression able to convey the rebellious energy the youngsters carry in their hearts.

Integral part of the typeface-based visual platform, the logo is expressing the natural spontaneity of the kids as well as their desire to CHANGE.

Indygen logo is expressing the natural spontaneity of the kids as well as their desire to change.
Indygen symbol illustrates the Change concept bay a courageous change of direction.

Indygen, The Statement Brand Book—page 50



A custom typeface with three fonts was designed by Brandient to sustain the “unrest” spirit of the brand, including the trademark "Change" symbol as a glyph.

Senior designer Bogdan Dumitrache and Creative Partner Cristian'Kit' Paul creating the Indygen TypefaceIndygen Typeface—work in progress
Indygen designer-toy wireframe views

Brand Manifestations


Indygen challenges common knowledge and takes nothing for granted, not even the idea that a SIM card has a certain aspect and comes packaged in a paper envelope. This is why the Indygen SIM card has an aspect different from anything else, and it comes packaged in a brand-property collectable series of urban-warrior-shaped designer toys.

Indygen designer toy—first sketches of the 'urban warrior'concept
Indygen designer-toy. Indy Bikelike run cycle—animation study
Indygen designer-toy—a closer lookIndygen designer-toy—from 3D software to the real deal


The cardboard package is further playing on the collectible concept, while being also used as a promotional medium.

Indygen SIM cardboard packaging, designed to transform into a promotional display for the SIM toy


Brandient conceived the foundation of the brand‘s interactive manifestations, able to accommodate the challenging roadmap ahead.

Brandient designed the Indygen Digital Plaform with a responsive approach and a sharp, clean look


The brand is deployed across a full range of applications, with the trademark typeface playing a forefront role.

Indygen liveryIndygen 'hand-painted' letterhead and business card
Indygen rhetorics on premium tshirts