Indigo

Challenge

If you’ve ever bought a frozen Asian meal in the grocery store, chances are, it was from a brand by Ajinimoto—a Japanese company with an extensive portfolio of frozen foods. But aside from Lo Meins, they also run a health and nutrition division that supplies a range of companies with additives and ingredients for wide range food service. As a longtime partner with Ajinimoto, Bulldog’s sister company, Envoy, eventually pushed them to consider a digitally native direct to consumer brand that would help meet the demands of a healthier lifestyle.

Result

Working collaboratively, the teams set out to do a competitive review of the market and developed a strategic point of view across key products that identified key opportunity pathways, which led them to one very clear direction—marine collagen. With few leaders in the category and the current competition falling short of a premium offering, they developed Indigo—a name that speaks to beauty, purity and the Icelandic waters from which the product is sourced. From there they crafted the brand positioning and identity, which began a new conversation in the beauty industry, establishing the idea that a wellness product has the power to create health and happiness from the inside out, ultimately redefining what modern beauty can look like. Envoy then built their online retail experience, developed their social media strategy and their voice. Indigo launched in April of 2020, but Envoy and Ajinimoto continue to work collaboratively to explore new flavors and new forms to add to Indigo’s current lineup of products.