LEVI'S REBRANDING

When I was at BBH in 2003, Levi’s came to the agency looking for a complete redesign of their communications program. The rise of smaller designer jeans such as Seven and Paper Denim & Cloth were cutting into Levi's considerable market share, and the current communication system was generic - it had little to no relevance to the brand’s century old heritage as the inventor of the blue jean and didn't communicate a modern sensibility that Levi's needed to compete in that market environment.

I was challenged with developing a cohesive graphic system that had to address the conflicting goals of showcasing both the brand’s unique heritage while making the communication system fresh, modern and relevant.

Visual Components

With the goal of producing a graphic system that messaged both heritage and modernity, elements that communicated heritage—worn aged paper, stamped letters, a historical collage of Levi’s elements, engraved printing, Levi’s famous two horse pull emblem, ledger lines, and wood type—were combined in a modernist layered design sensibility that would only be possible in a 21st century Macintosh world.

Typography
The inspiration for the system’s typography really came from at looking at hundreds of old wooden typefaces that were used when Levi’s was first founded. This historical perspective gave the typography a relevance to the brand’s heritage and lent a warmth, character and a nod to the Levi’s origins in the California gold rush.

Point of Sale System - Fit Communication
Levi’s numbering system of styles is crystal clear to Levi’s brand loyalists. For the initiates, however, it can seem a bit opaque. For the redesign of the Levi’s POS, the goal was to clearly communicate the fit of each style with both photography and typography while still keeping the unique numbering system Levi’s has used for years. Photography: Nathaniel Goldberg

Fit Communication & Consumer Segmentation in Packaging Design
With any retailer, Fit is an important communication to convey to a consumer. My challenge was to simplify and clarify the fit communication for the brand. There were two challenges. The first was to clearly convey specific fit attributes for each of the styes offered. This was accomplished with emotive, directional product photography that clearly showed style and attitude with clear fit callouts. The second goal was to create a design sensibility in each communication that addressed specific segments of the Levi’s customer (i.e. Men’s, Classic Womens, Juniors, Kids, etc...) while keeping within the overall system. This was accomplished through judicious use of color and design - (i.e. a pared down masculine palette for men, pastel colors with pin stripes of color for the juniors segment, etc...)

System Overview
What Levi's ended up with was a modern packaging system that launched in 2004. It reflected Levi's heritage, yet felt modern and clean enough to attract a new generation of customers and compete against the multiple designer jeans brands that were taking away Levi's market share.