Adoratorio Studio Rebrands Indice Eyewear with Soft, Technical Identity

Milan-based independent creative agency Adoratorio Studio has unveiled a new visual identity and campaign for designer eyewear brand Indice, marking the label's tenth anniversary. The rebrand positions Indice as a lifestyle brand rather than conventional luxury retail, drawing inspiration from the soft interiors of its physical store. The new logo, which resembles an eyelash, is derived from the De Sede sofa in the store, reflecting the brand's sensual curves and prioritizing feeling over legibility. The color palette includes soft butter yellow and metallic grey, echoing the store's walls and shelves. The identity combines abstract logo shapes with bold condensed typography, pastel colors, and film-grain photography to convey a welcoming, intimate atmosphere. Adoratorio, with offices in Brescia and Amsterdam, worked on strategy, identity, and communication for the project. The agency's co-founder Camilla Zampolini emphasized the goal of making Indice a cultural reference in the niche luxury-eyewear landscape, not just a retailer. The rebrand renames the store as 'The Eyewear Lounge,' suggesting time, intimacy, and conversation. The project was featured on It's Nice That, with images credited to Adoratorio Studio, 2026.