Indigo People was founded on the love for authentic craftsmanship and the beauty of natural indigo. Working mainly with artisans, their aim is to keep traditional indigo dye techniques alive. As an eco-friendly brand, it was important that all the labels would be considered as such for all product groups. With this in mind, we used laser instead of print, recycled yarn embroideries instead of woven polyester labels and leather patches and recycled paper for the hang tags, using 1 print colour only.

During the design process we wanted to consider the amount of labels needed per garment and reduce the ecological footprint as much as the common noise in the market. Almost as a magic trick, labels/ branding in the garment are often used as “smoke”, blinding consumers' eyes to what they are actually buying. A good example is the red embroidery label on the back of the jeans that combines the common hangtag stitched down at the same time. Before use, the consumer is invited to rip off the hangtag leaving the embroidery behind as the main label of the jeans.