Authenticity Comes Naturally for Indigo Wild’s Catalog

Indigo Wild, a body care retailer, sends out a direct mail catalog that reflects the brand’s quirky and unique personality.

Mailer Name: Indigo Wild
Date Mailed: June 2016

Indigo Wild was founded by entrepreneur Emily Voth after she became dissatisfied with her previous job. Voth's hobby of producing organic soaps led her to start Indigo Wild, a company that sells a wide variety of all-natural products.

In addition to via the web, catalog and phone, consumers can purchase Indigo Wild's lotions, soaps, sprays, bath salts and cleaning products at natural foods stores. The company's direct mail gives it an opportunity to let its brand shine.

The catalog's opening spread shows Indigo Wild's laughing and smiling employees, posed in their version of the cover to The Beatles’ "Sgt. Pepper's Lonely Hearts Club Band."

“We give highs with a little help from our friends,” the headline reads, another ode to the legendary British band. That cheeky humor continues throughout the catalog.

Indigo Wild's keystone product, the Zum Bar, stars in the next four of the first five spreads of the catalog. The customer's experience using the soap is described in emotional terms, as well as physical ones. “It’s a mental cleansing. It’s a tingle-inducing soul zing,” the copy reads.

To reinforce the brand’s natural skin care identity, Indigo Wild lists the ingredients of its products. And depending on what those ingredients are, their specific benefits are spelled out. For example, Citrus-Mint combines citrus and spearmint to “clear your congested mind, body, skin, and pores.”

The order form at the center of the catalog includes important disclosures about how Indigo Wild's hand-fashioned products are made. Revealing that they consist of only plant-based ingredients and goat milk (for some) also builds credibility.

You can see how Indigo Wild uses the power of print by downloading a free PDF of this direct mail piece, courtesy of Who’s Mailing What!

The Takeaway
Stand out against your competition by leveraging your brand’s unique story, both past and present.