Rebranding Levi’s Identity
BRIEF:
develop & establish an image
Levi’s Brand (ultimate expression of essential, original and
individual style)
market leader of five pocket denim
success established from the length of time
Youth (16yrs-24yrs)
new ways and brands to express themselves and their
individuality
campaign concept
‘speaks’ authentically to the South African TM
low desirability in TM
problem - brand position - attitudes - local youth
delayed in terms of what’s in and out
critical to focus - strengths and find fresh ways to convey these
traditional strengths and TM
Red tab bottoms only - not aimed at promoting any specific style
seven levels: Authentic detail Strong durable fabric Looks
different Stand out appeal Young and cool - innovative,
Desire- beyond the physical, youthful
communicate image & style
highlight - new range
demonstration - ongoing delivery of genuine innovation and freshness
MY CONCEPT:
For: WHOEVER WHENEVER WHEREVER
Gender expression
Provide a clothing brand that allows for gender expression
Clothing that allows the wearer to be real, adventurous, motivated and confident
Allowing the freedom to be yourself
Return to its origin
The opportunity to wear any style of denim no matter the gender label on it.
Challenging societal, gender and cultural norms
Wanting to be the catalyst for change
Graphic Design - Ashton Jacobs
Photography - Erin de Swardt
Promotional Poster
Webslider
Facebook Page
Instagram Page
Phone Wallpaper 1
Phone Wallpaper 2
Phone Wallpaper 3
Single Advert Spread 1
Single Advert Spread 2
Double Advert Spread 1
Double Advert Spread 1
Pull up Banners
