Case Study: Indigo redefines modern beauty with Bulldog Drummond

Indigo launches marine collagen DTC brand in April 2020 with Bulldog Drummond

The customer Indigo, a wellness beauty brand, was created from a challenge faced by Ajinomoto, a Japanese food company with a health division. Ajinomoto, a longtime partner of Bulldog Drummond's sister company, sought to launch a digitally native direct-to-consumer brand to meet growing health lifestyle demands. The vendor Bulldog Drummond, along with its sister company Envoy, was engaged to help develop this new brand.

The solution involved a collaborative market review that identified a clear opportunity in marine collagen. Bulldog Drummond and Envoy developed the Indigo brand, including its positioning, identity, and name, to premiumize the category. Envoy built the e-commerce platform and social strategy. The result was the successful launch of Indigo in April 2020, which established a new conversation in beauty by linking wellness to modern beauty from the inside out. Bulldog Drummond and the teams continue to collaborate with Ajinomoto to expand Indigo's product lineup.

Indigo