The brand targets the local youth’s unique needs and expectations with clear and customised promises.
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, The Statement Brand Book—page 16
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, The Statement Brand Book—page 10
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, 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.
BRAND PROPERTY APPROACH FOR SIM CARD
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.
The cardboard package is further playing on the collectible concept, while being also used as a promotional medium.
Brandient conceived the foundation of the brand‘s interactive manifestations, able to accommodate the challenging roadmap ahead.
The brand is deployed across a full range of applications, with the trademark typeface playing a forefront role.