Levi's POS and Packaging System Redesign
Photographer: Nathaniel Goldberg

While at BBH, I spearheaded a total redesign of Levi's POS and Packaging identity. The challenge was to come up with a dynamic visual system that while modern, referenced Levi's position as the originator of Denim. Also we were asked that within that macro system to develop micro identities that would differentiate and speak to Levi's many consumer segments. Through the use of historic graphic elements, typography that referenced historic wood types and a modern transparent grid system, we were able to achieve a system that met all goals. Photography by Nathaniel Goldberg.