Indi approached me looking to build a stylish lifestyle brand for her venture in the world of cooking and fashion. Inspired by Indira’s personal life, where the hustle and bustle of the city life and responsibilities, risked to overpower the daily beauty of her surroundings, INDI F is a brand that teaches and promotes the idea of “daydreaming on the fly”. Through recipes, quotes, tips, best-kept secrets and life-hacks, the brand creates small “bite-sized” content that allows her audience to daydream about things they can do, nested in inspiring 5 minutes break from daily routine.