Indigo Giclée
Client
Indigo Giclée
Location
Suffolk, UK
Year
2022
Credits
Images courtesy of Indigo Giclée
Info
Indigo Giclée is a specialist printing studio known for producing museum-grade fine art reproductions. Originally focused on traditional fine art, the studio expanded its offering during lockdown to include digital art and photography, responding to a growing shift in how artists were creating and distributing work.
The rebrand was initiated to support this evolution. The new identity was built around the tagline 'Your Art. Made Real.', placing the artist at the centre of the brand and emphasising the transformation of digital work into physical, tangible objects. This positioning resonated strongly at a moment when digital-only art and NFTs dominated cultural conversation, offering a grounded and enduring alternative rooted in craft and materiality.
The visual identity was intentionally restrained, allowing both the artwork and the paper stock to take precedence. A purely monochrome palette formed the foundation of the system, ensuring clarity and confidence while placing focus on materiality and craft. Sustainability was embedded throughout the brand, with all materials specified to be carbon neutral or carbon negative, reflecting Indigo Giclée’s commitment to minimising environmental impact.
The project spanned brand identity, website design, packaging, campaign concepting, and the creation of curated paper sample packs, allowing artists to experience the physical qualities of each stock firsthand. The resulting brand system balanced precision, tactility, and purpose, supporting Indigo Giclée’s expanded offering while staying true to its roots in fine art reproduction.
Today, Indigo Giclée prints are present in every major gallery across the UK and serve thousands of customers each month across the UK and Europe. The studio has since launched an automated drop-shipping service for select artists and is currently working towards B Corp certification.
