Indie’s Attic is a much-loved boutique with a fiercely loyal community (that we’re proud to be a part of!). Their in-store experience was full of warmth, personality and personal service – with a host of regulars and other customers travelling from afar for style tips and pieces you can’t find on the high street. But their brand identity and online presence hadn’t quite caught up!

They needed a refresh – something that stayed true to their roots, but gave them the consistency, presence and polish to grow with confidence, both online and off. A visual identity that felt more “put together” and refined, without losing what made them special.

As a MuddyWellies Lite project, we kept things nimble and collaborative – working with their small team to create maximum brand impact. We began with a creative workshop at The Boot Room – digging deep into what makes Indie’s Attic unique, why they do what they do, and how they want their customers to feel.

We coupled that with competitor research and a look at brands they admire, before consolidating it all into a refreshed story, purpose and identity direction.

From there, we brought the brand to life visually – exploring colour palettes, typography, and the overall look and feel. Once signed off, we moved quickly to build out the core brand assets; including a new logo, palette and guidelines, as well as a variety of digital and print assets to aid with the launch and beyond.

We uncovered a clear purpose to drive the Indie’s Attic team forward and continue to inspire and empower their customers: “To make you feel great from head to toe.”

The result is a confident, considered identity that still feels unmistakably Indie’s Attic – just sharper, more sophisticated, and ready to grow. It gives the team everything they need to bring their personality to life across every touchpoint, online and in-store.

We’re proud to have helped Indie’s Attic evolve their identity while keeping every inch of their charm. A true MuddyWellies Lite success: quick turnarounds, high energy, focused, and full of feel-good transformation.

Whether it’s a fresh pair of eyes, a creative boost, or just someone to take the reins, MuddyWellies LITE delivers smart, impactful solutions – without a full rebrand or huge-scale engagement initiatives.

All with tailored insights and next steps to keep your people connected. Find out more here.